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Engaging Omni-Channel Consumers Duri...

Lu, Jinzhao.

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Engaging Omni-Channel Consumers During Purchase Decisions.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Engaging Omni-Channel Consumers During Purchase Decisions./
作者:	Lu, Jinzhao.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2017,
面頁冊數:	157 p.
附註:	Source: Dissertation Abstracts International, Volume: 78-10(E), Section: B.
Contained By:	Dissertation Abstracts International78-10B(E).
標題:	Textile research. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10610759
ISBN:	9781369856422

Engaging Omni-Channel Consumers During Purchase Decisions.
Lu, Jinzhao.

Engaging Omni-Channel Consumers During Purchase Decisions. - Ann Arbor : ProQuest Dissertations & Theses, 2017 - 157 p.

Source: Dissertation Abstracts International, Volume: 78-10(E), Section: B.

Thesis (Ph.D.)--North Carolina State University, 2017.

Previously, bricks and mortar stores enabled consumer to touch and feel the products. Today, Internet e-commerce retailers attract consumers with more product choices, lower prices, and more detailed product information. Increasing numbers of consumers empowered with digital technologies, constantly search information and compare prices online, experience products in bricks and mortar stores, and make final purchase through different channels. The distinct boundaries across different shopping channels are vanishing. Specifically, consumers switch between different channels and touch points constantly, interchangeably, and simultaneously, who are considered as omni-channel consumers. Firms are trying to fully capture the enormity of the digital opportunity and better understand the consumer's journey to purchase, especially, at what point along the journey, the customers can be easily influenced, and how to interact, especially given the consumer the supporting technologies such as smart phones and tablets that are readily available to the consumer.

ISBN: 9781369856422Subjects--Topical Terms:

2153103
Textile research.

Engaging Omni-Channel Consumers During Purchase Decisions.
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520 $a This study developed and validated a touch points based customer experience (TPE) model in today's omni-channel retailing environment. This research studied the impact of consumers channel choice (single channel VS multichannel) on the proposed TPE model and narrowed down the scope to a specific touch point -- communicative touch point and analyzed the raw corporation data from a global 500 specialty retailer. In specific, this research investigated the role of RFM (Recency, Frequency, Monetary) on predicting omni-channel consumers' purchase probability for targeted promotions.
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