Voorveld, H. A. M., Smit, E. G., Neijens, P. C., & Bronner, A. E. (2016). Consumers’ cross-channel use in online and offline purchases: An analysis of cross-media and cross-channel behaviors between products. Journal of Advertising Research, 56(4), 385-400. doi: 10.2501/JAR-2016-044

Abstract:  This study explored how online and offline buyers of a specific product differ in their cross-channel use throughout the purchase process and how this differs across types of products. The authors studied more than 1,000 consumers and their use of 17 channels during a recent purchase. Results showed that consumers used more online channels when making an online purchase than when making an offline purchase, but that they used offline channels to the same extent when buying a product online as when buying a product offline.

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