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Purchase Specific and Individual Differences

In: Multichannel Commerce

Author

Listed:
  • Manuel Trenz

    (University of Augsburg)

Abstract

The goal of this chapter is to identify conditions under which different types of multichannel integration services are more or less useful for consumers. The chapter is divided into two major parts: a theoretical discussion of the phenomenon and an empirical study assessing the proposed relationships. In the first part, regulatory focus theory is presented and discussed as a lens to comprehend varying preferences for multichannel integration services. In the second part, a conjoint study based on a representative sample of German internet users is implemented differentiating six transaction characteristics. The importance of each of these characteristics is estimated on an individual level to gain in-depth insights on the possibilities of multichannel integration and to understand, how online and offline channels can be integrated to create value. Two post hoc analyses give indications on how multichannel integration services can influence market preferences between different vendor types and how to assign prices to different types of multichannel integration services.

Suggested Citation

  • Manuel Trenz, 2015. "Purchase Specific and Individual Differences," Progress in IS, in: Multichannel Commerce, edition 127, chapter 0, pages 63-104, Springer.
    • Handle: RePEc:spr:prochp:978-3-319-16115-0_4
    DOI: 10.1007/978-3-319-16115-0_4
    as

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