مقاله انگلیسی رایگان در مورد کانال های بازاریابی در استفاده آنلاین از کانال – امرالد 2018

Purpose – The purpose of this paper is to identify the differences in the perceived media richness of three marketing channels by different consumer generations as well as to indicate the importance of the perceived media richness of each of channel for the intention of online use at pre-purchase stage. Design/methodology/approach – The study is based on a sample of 1,103 consumers in Poland, which research sample included three generations: Baby Boomers, X generation and Y generation. Computerassisted personal interview method was used with a standardised questionnaire; the research sample was determined using a quota-random method, with the quotas referring to age and gender and the nature of the place of residence (provincial town, town/city other than a provincial one, or a village) – the structure of the sample was maintained at the regional level. Findings – Analysed channels (online, offline, phone) have different perceived media richness. Consumers from different generations can perceive media richness of the same marketing channels in various ways. Perceived media richness of the analysed marketing channels has an impact on the intention to use the channel online. Research limitations/implications – First, the fact of blurring differences between consumers generation, particularly X and Y generation. As well the fact that each generation has identified an internal diversity. Second limitation refers to the type of marketing channels included in research. Finally, limitation also applies to spatial extent of the study. The above limitations can also be some directions of future research – taking into account some other marketing channels and verifying the conclusions on other consumer groups. Practical implications – General recommendation refers to the need for treating customers in each marketing channel in the same way – immediate response is one of the aspects of this recommended unified customer service in multichannel environment. Online channel communications with customers should be supported by giving consumers more personalised communication via phone, chat and social media. For older consumers, it is recommended to gradually redirect them to an online channel. Information search is a good start for online customer journey, because this channel at the pre-purchase stage is the most useful and least risky for the consumer unfamiliar with online environment. Social implications – Better understanding of the needs of different customers generations and their perception of different marketing channel at the pre-purchase stage. Originality/value – Identification of intergenerational differences in the perception of media richness of online, phone and offline channels.

Introduction

The apparently crucial role of the search for information for the next stage of purchase process results in significant attention being paid to this issue by researchers (Utkarsh and Medhavi, 2015). The more complicated the analysis of consumers’ behaviour at the information seeking stage is, the more multi-channel service providers there are. Understanding consumer channel-switching behaviour and identifying the factors that influence it is extremely important for both academic researchers and practitioners (Gupta et al., 2004). Avoiding interpersonal interactions and sales force influence can be a sufficiently strong reason for a consumer to skip the offline channel (Kallweit et al., 2014). As indicated by Gelderman et al. (2011), the level of need for personal interactions can shape preferences with respect to the online channel. In their work, Maity and Dass (2014) highlighted that more and more online channels are used by consumers to search for information prior to purchasing a product/service. It is common ground that the course of the pre-purchase stage is of crucial importance for the consumer behaviour at the purchase stage, especially under conditions of multi-channel sales. The information asymmetry in an online environment is a fact, and for this reason, the quality of information available online influences online buyers’ purchasing decisions (Kirmani and Rao, 2000). Gupta et al. (2004, p. 134), while characterising the online channel, point out that this channel “dramatically reduces the search effort for price and product information”. These researchers added that this relative ease of an online search encourages consumers to make purchase online. Wu et al. (2004) indicated that the cost search reduction occurs in the online channel, and online information search is more efficient than offline search.