Online Purchase Decision and Its Implication on E-Tailing Strategies

Book Section

A classification scheme is proposed to categorize products/services selling on the Internet based on characteristics such as tangibility and price from the buyer's perspective. For products/services belonging to different groups, the marketing manager needs to devise different e-tailing strategies in order to maximize channel functions thus increase perceived product values with limited resources.

Full Text

Duke Authors

Cited Authors

  • Kiang, MY; Shang, KH

Published Date

  • January 1, 2015

Book Title

  • Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Start / End Page

  • 212 - 217

Digital Object Identifier (DOI)

  • 10.1007/978-3-319-11927-4_67

Citation Source

  • Scopus