Impacts of information channels on consumer decision journey: Evidence from an experience durable goods industry

• المؤلف الرئيسي: TSAI, Chih-Wei
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2023
• الموضوعات: Consumer Decision Journey; Information Channels; Durable Goods; Experience goods; Search goods; Information search; Business Administration, Management, and Operations; Sales and Merchandising
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/etd_coll/476; https://ink.library.smu.edu.sg/context/etd_coll/article/1474/viewcontent/GPBA_AY2016_DBA_Tsai_Chih_Wei.pdf
• المؤسسة: Singapore Management University

With the emergence of various information technologies, how to reasonably layout in different touch points has become a crucial issue for the company in practice, especially for those experienced durable goods with greater uncertainty and decision complexity. The company seeks to leverage the limite...