KOREASCHOLAR

THE EFFECTS OF EXTERNAL RECOMMENDATIONS ON CONSUMERS' PURCHASE DECISION IN A MULTICHANNEL SERVICE CONTEXT

Carlos Flavian, Raquel Gurrea, Carlos Orus
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271079
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.718-731
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The multiplicity of channels and the ubiquitous access to product information represent major service innovations that new technologies have incorporated into the purchase process. This research analyzes how consumer and seller recommendations affect the consumer’s purchase decision and confidence in a multichannel service context based on an online-offline sequence.

Keyword
ConsumerMultichannel serviceOnline-offlineProduct informationPhysical store
Author
  • Carlos Flavian(Universidad de Zaragoza)
  • Raquel Gurrea(Universidad de Zaragoza)
  • Carlos Orus(Universidad de Zaragoza)