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多渠道环境下的消费者跨渠道搭便车行为分析 被引量:3

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摘要 电子商务的发展使得供应链下游的零售商与消费者环节发生了巨大的改变。为了不失一般性,多渠道消费者行为可以划分为渠道内部保留、渠道内部转换、跨渠道保留及跨渠道搭便车四种类型。其中,跨渠道搭便车涵盖了四类消费者的购买决策过程,呈现出新路径、新特点。
作者 张明
出处 《商场现代化》 2012年第24期19-19,共1页
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