Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2019.1691037
Cross-channel information search and patterns of consumer electronics purchasing
Tomasz S. Szopiński
Katarzyna Bachnik
Robert Nowacki
Sažetak
Consumers diversify the sources where they seek information
about goods and services as well as the places where they make
a purchase. To a great extent, the choice between online and offline
channels is determined by the qualities of the products that
are sought, the frequency of purchasing them, and the pace of
technological changes that the needed goods undergo.
Consumer familiarity with a particular channel matters as well.
The aim of the article is to verify whether a customer’s characteristics
(age, gender, technical skills, technical education) influence
the way consumers buy consumer electronics. The article focuses
on radio and television equipment, computers, and mobile
phones. The main point of interest is the differences during the
information search and purchasing stages. The paper reports on
the survey results conducted among 741 respondents. The analysis
showed that the subjective perception of the respondents’
own technical skills as well as their gender diversify the way electronics
are purchased. A non-linear relationship has been discovered
between the risk involved in filing a warranty claim on
electronics purchased via the Internet and the way of buying
these products.
Ključne riječi
Consumer electronics; online channel; channel switching; cross channel purchasing behavior; consumer shopping motivations
Hrčak ID:
254664
URI
Datum izdavanja:
9.2.2021.
Posjeta: 552 *