Offline, Online and Multichannel Commerce

Manuel Trenz ()
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Manuel Trenz: University of Augsburg

Chapter Chapter 2 in Multichannel Commerce, 2015, pp 7-28 from Springer

Abstract: 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.

Keywords: Search Cost; Price Discrimination; Electronic Channel; Service Offering; Price Dispersion (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prochp:978-3-319-16115-0_2

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DOI: 10.1007/978-3-319-16115-0_2

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