Wagner, Gerhard: Multichannel e-commerce : consumer behavior across e-channels and e-channel touchpointsMehrkanal Internethandel : der Einfluss von elektronischen Kanälen und digitalen Kundenkontaktpunkten auf das Konsumentenverhalten. 2015
Inhalt
- Summary
- Acknowledgments
- Table of Contents
- List of Figures
- List of Tables
- List of Abbreviations
- Prologue: A recent Multichannel E-Commerce Scenario
- A. Introduction
- 1. Relevance and Focus
- 2. Research Gap and Contribution
- 3. Structure of Essays and individual Contributions
- 3.1. Focus of Essays
- 3.2. Essay 1: A Framework for Multichannel E-Commerce Analysis
- 3.3. Essay 2: Comparative Analysis of E-Channels
- 3.4. Essay 3: Online Shopping via the Internet-enabled TV E-Channel
- 3.5. Essay 4: Synergies and Complementarity in Multichannel E-Commerce
- 3.6. Overview of Essays and related Research Characteristics
- B. A Framework for Multichannel E-Commerce Analysis
- 1. Introduction
- 2. Literature Review
- 3. Conceptual Framework
- 4. Empirical Studies
- 4.1. Study 1: Consumers’ Utilizations and Evaluations of E-channels
- 4.2. Study 2: Influence of E-Channel Touchpoints on Consumers’ Evaluations
- 5. Conclusions and Implications
- C. Comparative Analysis of E-Channels
- 1. Introduction
- 2. Literature Review
- 3. Theoretical Foundation and Research Model
- 4. Hypotheses
- 5. Methodology
- 6. Results and Discussion
- 7. Conclusions and Implications
- D. Online Shopping via the Internet-enabled TV E-Channel
- 1. Introduction
- 2. Theoretical Framework and Research Model
- 3. Hypotheses
- 4. Methodology
- 5. Results
- 6. Conclusions and Implications
- E. Synergies and Complementarity in Multichannel E-Commerce
- 1. Introduction
- 2. Conceptual Framework and Research Model
- 3. Hypotheses
- 4. Methodology
- 5. Results and Discussion
- 6. Conclusions and Implications
- F. General Conclusion
- 1. Core Results and Conclusions
- 2. Research and Theoretical Implications
- 3. Managerial Implications
- 4. Directions for Future Research in Multichannel E-Commerce
- G. References