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Consumer Channel Choice (2010)

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Literature review that explores the relationship between consumer motives and their choice of purchasing channel.

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John Eldred, Kingston Business School, Kingston University. August 2010.

This literature review explores the complex relationship between consumers’ economic, social and psychological motives and traditional and modern purchasing channels, such as television shopping channels and mobile internet shopping. It identifies and analyses motives such as risk aversion, price/value offering, consumer self-confidence, variety and hedonism.

The research literature offers insight and analysis of the consumer costs and benefits associated with the selection of one channel over another. It is important to understand the relationship consumers have with different channels and how these benefits vary between channels.

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