publication . Article . Other literature type . 2014

Online or offline or online and offline?

Boulay, Jacques; de Faultrier, Brigitte; Feenstra, Florence; Muzellec, Laurent;
Open Access English
  • Published: 01 Dec 2014
  • Publisher: Emerald
  • Country: Ireland
Abstract
Purpose: The purpose of this paper is to investigate the preferences of children under the age of 12 regarding sales channels: how young consumers perceive online vs offline shopping in terms of advantages and disadvantages. Within a cross channel perspective, it also analyses the connections they make between brick-and-mortar and online stores. Design/methodology/approach: Results are drawn from an exploratory and qualitative study based on a multi-category approach. In all, 62 children (34 girls and 28 boys) aged six to 12 years were interviewed about the advantages and disadvantages of each channel for shopping; how/where they would prefer to shop and why; an...
Subjects
free text keywords: Children’s consumption, Consumer behaviour, Online shopping, Cross-channel, Children and internet, Children and shopping, Tourism, Leisure and Hospitality Management, Marketing, Online and offline, Business, Gratification, Advertising, Cross channel, Qualitative research, Communication channel
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publication . Article . Other literature type . 2014

Online or offline or online and offline?

Boulay, Jacques; de Faultrier, Brigitte; Feenstra, Florence; Muzellec, Laurent;