Purchase Behaviors of Multichannel Shoppers – An Empirical Investigation of Banking Industry

• Main Authors: Hun-Wen Liao, 廖涵玟
• Other Authors: 婁文信
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/14973003013436322148

碩士 === 清雲科技大學 === 經營管理研究所 === 98 === Along with marketing competition, more and more companies use multichannel marketing in business transactions. Research on this regard has been increased. However, prior research focuses on the causes and consequences of multichannel shoppers, less attention has been paid on customers who have used multichannel. This study explores purchase behaviors of multichannel shoppers by sampling about 600 customers from two large banks in Taiwan. The results of the study show that cross-buying, transaction tenure as well as transaction frequency are significantly associated with multichannel adoption. Age, gender and income moderate the relationships between the three variables and multichannel adoption. Different banks also have different results in this study. Practical implications are suggested for banking industry and other associates.