Consumer Behavior in a Multichannel, Multimedia Retailing Environment

34 Pages Posted: 13 Dec 2009  

Utpal M. Dholakia

Rice University - Jesse H. Jones Graduate School of Business

Barbara E. Kahn

University of Pennsylvania - Marketing Department; University of Miami

Randy Reeves

affiliation not provided to SSRN

Aric Rindfleisch

University of Wisconsin-Madison

David W. Stewart

University of Southern California - Marshall School of Business

Earl L Taylor

Marketing Science Institute

Date Written: December 7, 2009

Abstract

Over the past decade, multichannel, multimedia retailing environments have grown in variety, scope, and sophistication. However, research regarding the implications of this trend for consumer behavior is rather scarce. We seek to address this need by providing a comprehensive yet flexible approach for formulating promising consumer behavior-related research questions based in multichannel, multimedia retailing environments. This approach adopts a consumer-centric view of multichannel, multimedia retailing and identifies a number of important dimensions of this environment. We then illustrate how this approach could be applied via specific examples involving consumer memory, product assortment, and information acquisition. We conclude by considering the managerial implications of our proposed approach.

Keywords: Multichannel, Multimedia, retailing, consumer behavior, memory, product assortment

Suggested Citation

Dholakia, Utpal M. and Kahn, Barbara E. and Reeves, Randy and Rindfleisch, Aric and Stewart, David W. and Taylor, Earl L, Consumer Behavior in a Multichannel, Multimedia Retailing Environment (December 7, 2009). Available at SSRN: https://ssrn.com/abstract=1521549 or http://dx.doi.org/10.2139/ssrn.1521549

Utpal M. Dholakia (Contact Author)

Rice University - Jesse H. Jones Graduate School of Business ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States

Barbara E. Kahn

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

University of Miami ( email )

United States

Randy Reeves

affiliation not provided to SSRN ( email )

Aric Rindfleisch

University of Wisconsin-Madison ( email )

716 Langdon Street
Madison, WI 53706-1481
United States

HOME PAGE: http://research3.bus.wisc.edu/course/view.php?id=156

David W. Stewart

University of Southern California - Marshall School of Business ( email )

701 Exposition Blvd
Los Angeles, CA 90089
United States
213-740-5037 (Phone)

Earl L. Taylor

Marketing Science Institute ( email )

1000 Massachusetts Ave.
Cambridge, MA 02138-5396
United States
617-491-2060 (Phone)
617-491-2065 (Fax)

HOME PAGE: http://www,msi.org

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