Internet as an information source in the purchasing process: towards a comprehensive consumer approach
DOI:
https://doi.org/10.3145/epi.2011.nov.04Keywords:
Information search, eCommerce, Multichannel, Advanced management of personal information, Databases, Segmentation.Abstract
Traditional purchasing processes have become more complex and sophisticated with the appearance of the internet. The increasing number of internet users and the ease of access to information are pushing businesses to revise their communication strategies and management plans for online and offline channels. This study analyses the relationship between the information search and the point of purchase in multichannel environments. The main result of this research is that a comprehensive analysis of the consumer and the ability to track their online and offline purchasing habits can provide businesses with valuable data to deploy information resources in a way that optimally meets consumer needs according to the products offered.
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