Channel of exposure and its effect on purchase decision: Evidence from an online retailer

• Main Author: LI, Lei
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2024
• Subjects: multi-channel marketing; online conversion; attribution modeling; information overload; attention allocation; channel diversity; E-Commerce; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/etd_coll/578; https://ink.library.smu.edu.sg/context/etd_coll/article/1576/viewcontent/GPBA_AY2017_DBA_Li_Lei.pdf
• Institution: Singapore Management University

In the digital era, online retailers engage consumers through a variety of channels, making it critical to understand how multi-channel exposure impacts consumer behavior, purchase conversion and firm outcomes. Drawing upon information overload and attention theories as well as extant research on co...