Title
A consumer model for channel switching behavior
Abstract
With the phenomenal growth of direct order marketing with the Internet and catalogs as alternative channels, customers increasingly face more choices of where to purchase goods and services. This paper develops a formal consumer model to explain channel switching behavior. Becker's theory of time allocation is expanded to consumer decision making between distribution channels. The final model suggests that consumers face a tradeoff when deciding where to buy goods and services. From this tradeoff an indifference curve is developed where the consumer chooses between alternative distribution channels on the basis of the relative opportunity costs of time, costs of goods, pleasure derived from shopping, perceived value of goods, and relative risk of each channel. Strategies for direct and multi-channel marketers are developed using this model.
Department(s)
Marketing
Document Type
Article
DOI
https://doi.org/10.1108/09590550210423654
Keywords
Consumer behaviour, Distribution channel, Marketing
Publication Date
4-1-2002
Recommended Citation
Reardon, James, and Denny E. McCorkle. "A consumer model for channel switching behavior." International Journal of Retail & Distribution Management (2002).
Journal Title
International Journal of Retail & Distribution Management
