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Modeling Consumer Distribution Channel Switching Behavior: The Case of Direct Vs. Traditional Channels Read chapter Read first chapter

2015 | OriginalPaper | Chapter

Moving Mail Order to the Information Super Highway

Authors : Kenneth R Deans, Daniel Cross

Published in: Global Perspectives in Marketing for the 21st Century

Publisher: Springer International Publishing

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The purpose of this research was to investigate the attitudes of traditional mail order catalogue users to web based catalogue shopping. A New Zealand mail order company ‘Home Shoppers’ provided access to their customer base for the purpose of the research. A three-phase methodology was adopted: a mail survey to investigate shoppers' Internet access and frequency of use, exposure to an Internet catalogue prototype and a series of focus group discussions.

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Metadata
Title
Moving Mail Order to the Information Super Highway
Authors
Kenneth R Deans
Daniel Cross
Copyright Year
2015
Book
Global Perspectives in Marketing for the 21st Century

Print ISBN: 978-3-319-17355-9

Electronic ISBN: 978-3-319-17356-6

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-17356-6_125