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

• 主要作者: TSAI, Chih-Wei
• 格式: text
• 語言: English
• 出版: Institutional Knowledge at Singapore Management University 2023
• 主題: Consumer Decision Journey; Information Channels; Durable Goods; Experience goods; Search goods; Information search; Business Administration, Management, and Operations; Sales and Merchandising
• 在線閱讀: 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

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...