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

Online Purchase Decision and Its Implication on E-Tailing Strategies

Publication ,  Chapter
Kiang, MY; Shang, KH
January 1, 2015

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.

Duke Scholars

DOI

Publication Date

January 1, 2015

Start / End Page

212 / 217
 

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Kiang, M. Y., & Shang, K. H. (2015). Online Purchase Decision and Its Implication on E-Tailing Strategies. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 212–217). https://doi.org/10.1007/978-3-319-11927-4_67
Kiang, M. Y., and K. H. Shang. “Online Purchase Decision and Its Implication on E-Tailing Strategies.” In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 212–17, 2015. https://doi.org/10.1007/978-3-319-11927-4_67.
Kiang MY, Shang KH. Online Purchase Decision and Its Implication on E-Tailing Strategies. In: Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2015. p. 212–7.
Kiang, M. Y., and K. H. Shang. “Online Purchase Decision and Its Implication on E-Tailing Strategies.” Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2015, pp. 212–17. Scopus, doi:10.1007/978-3-319-11927-4_67.
Kiang MY, Shang KH. Online Purchase Decision and Its Implication on E-Tailing Strategies. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2015. p. 212–217.

DOI

Publication Date

January 1, 2015

Start / End Page

212 / 217