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Offline, Online and Multichannel Commerce

In: Multichannel Commerce

Author

Listed:
  • Manuel Trenz

    (University of Augsburg)

Abstract

The goal of this chapter is to give an overview on previous literature on offline, online and multichannel commerce. The aim of this in-depth literature review is to motivate the current study based on existing knowledge and to be able to reflect newly generated insights considering a comprehensive set of established perspectives and findings. This chapter is divided into three parts: a structuration of the differences between online and offline commerce, an overview on consumer behavior literature with regards to offline, online and multichannel channel choice and a synthesis of the small number of studies on multichannel integration. The last part also includes a precise differentiation between types of multichannel integration and a delimitation of the type of multichannel integration activity in focus of this work: multichannel integration services.

Suggested Citation

  • Manuel Trenz, 2015. "Offline, Online and Multichannel Commerce," Progress in IS, in: Multichannel Commerce, edition 127, chapter 0, pages 7-28, Springer.
    • Handle: RePEc:spr:prochp:978-3-319-16115-0_2
    DOI: 10.1007/978-3-319-16115-0_2
    as

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