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Carlos Flavian,Raquel Gurrea,Carlos Orus 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.4
The multiplicity of channels and the ubiquitous access to product information represent major service innovations that new technologies have incorporated into the purchase process. This research analyzes how consumer and seller recommendations affect the consumer’s purchase decision and confidence in a multichannel service context based on an online-offline sequence.
Carlos Flavian,Raquel Gurrea,Carlos Orus 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
The multiplicity of channels and the ubiquitous access to product information represent major service innovations that new technologies have incorporated into the purchase process. This research analyzes how consumer and seller recommendations affect the consumer’s purchase decision and confidence in a multichannel service context based on an online-offline sequence.