Individual preferences of digital touchpoints: A latent class analysis

Heli Hallikainen, Alamäki, Ari and Tommi Laukkanen

Journal of Retailing and Consumer Services, 2019, vol. 50, issue C, 386-393

Abstract: An extensive study of 2348 individuals’ preferences for digital touchpoints sheds light on the perceived importance of websites, email, search engines, chat, social networks, photo and video content communities, discussion forums and blogs. Latent class analysis reveals four distinct segments: anti-digital, anti-social media, majority, and digital channel enthusiasts. A detailed look at the characteristics of the segments, including their technology readiness, internet use, and demographic factors, shows that the greatest difference across the segments lies in their overall technology readiness. We find that functional touchpoints (email, websites, and search engines) are the preferred digital touchpoints among all the segments.

Keywords: Digital channel; Customer segmentation; Latent class analysis; Technology readiness; Multichannel; Omnichannel (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (16)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:50:y:2019:i:c:p:386-393

DOI: 10.1016/j.jretconser.2018.07.014

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