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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Consumer Preferences For Online And Offline Resources In The Process Of Buying A High Involvement Service Bundle: A Qualitative Exploration, Robert G. Grant
Consumer Preferences For Online And Offline Resources In The Process Of Buying A High Involvement Service Bundle: A Qualitative Exploration, Robert G. Grant
Robert Grant
Adding online resources to a promotional mix adds a new level of complexity to marketing communications. The challenge for marketers is to retain a focus on value delivery which requires understanding both main effects and interactions between communication and promotional methods. This paper reports a qualitative study preceding a non-discrete choice experiment simulation to research information source effects at different stages of the buying process for different service types.
Relative Values And Complementarity Of Online And Offline Interactions In Consumer Buying Behaviour: A Proposed Research Plan To Study Purchasing Of A Consumer Service Product Bundle, Robert G. Grant
Robert Grant
Current research into online consumer behaviour seems to be limited in two respects, firstly it treats online interaction as a stand-alone phenomenon and secondly it focuses on discrete steps in consumer processes, neglecting links between the steps. This paper proposes a research method to investigate relative values and complementarity between online and offline interactions in a consumer's buying process, examining differences within and between steps. A range of information source types and functional resource options will be researched for both effectiveness and efficiency benefits as well as emotional preferences for both online and offline interactions. The research will focus on …