电子商务环境下的多渠道消费行为分析

被引：9

作者：

蒋侃 ^{[1
]}

张子刚 ^{[2
]}

机构：

[1] 广西大学计算机与电子信息学院

[2] 华中科技大学管理学院

来源：

华东经济管理 | 2010年 / 24卷 / 04期

关键词：

多渠道; 消费者; 行为模型;

D O I：

暂无

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

从企业和渠道的视角,多渠道消费行为是一个受到消费者特征、零售商、产品类型、渠道特性和情境因素等多种因素影响的多维结构。在此基础上,文章提出了渠道选择行为模型和管理建议。

引用

页码：130 / 133

页数：4

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