A model of the antecedents of multiple channel usage

被引：30

作者：

Coelho, Filipe ^{[1
]}

Easingwood, Chris ^{[2
]}

机构：

[1] Univ Coimbra, Fac Econ, Av Dias Silva,165, P-3004512 Coimbra, Portugal

[2] Manchester Business Sch, Manchester M15 6PB, England

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2008年 / 15卷 / 01期

关键词：

Multiple channels; Distribution; Financial services;

D O I：

10.1016/j.jretconser.2007.03.002

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The number of companies using multiple channels in the distribution of each of their products is increasing steadily. Despite this popularity, the drivers of these channel strategies remain virtually unknown. This work attempts to deal with this problem by developing a model regarding the circumstances under which companies adopt multiple channel strategies. Data collected from companies in the UK financial services industry provide significant empirical support to the model. The results indicate that product sophistication, market target sophistication, channel conflict, market maturity, scope economies, and competitive strength, are important considerations in the multi-channel move. (C) 2007 Elsevier Ltd. All rights reserved.

引用

页码：32 / 41

页数：10

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