PT  - JOURNAL ARTICLE
AU  - Hilde A. M. Voorveld
AU  - Edith G. Smit
AU  - Peter C. Neijens
AU  - A. E. (Fred) Bronner
TI  - Consumers' Cross-Channel Use in Online and Offline Purchases
AID  - 10.2501/JAR-2016-044
DP  - 2016 Dec 01
TA  - Journal of Advertising Research
PG  - 385--400
VI  - 56
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/56/4/385.short
4100  - http://www.journalofadvertisingresearch.com/content/56/4/385.full
SO  - J Advert Res2016 Dec 01; 56
AB  - This study explored how online and offline buyers of a specific product differ in their cross-channel use throughout the purchase process and how this differs across types of products. The authors studied more than 1,000 consumers and their use of 17 channels during a recent purchase. Results showed that consumers used more online channels when making an online purchase than when making an offline purchase, but that they used offline channels to the same extent when buying a product online as when buying a product offline.