2015 | OriginalPaper | Buchkapitel
Modeling Consumer Distribution Channel Switching Behavior: The Case of Direct Vs. Traditional Channels
verfasst von : James Reardon, JinKook Lee, Irena Vida
Erschienen in: Global Perspectives in Marketing for the 21st Century
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Based on Becker’s (1965) theory of time allocation, this paper develops a formal model to explain consumers’ distribution channel switching behavior. Our model suggests that consumers choose among alternative distribution channels on the basis of the relative opportunity costs of time, costs of the goods, pleasure derived from shopping, perceived value of the goods, and relative risk of each channel.