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Why can metrics of multichannel consumer behaviour be useful?

Mącik R.

Organizacja i Zarządzanie : kwartalnik naukowy

2017

nr 4

61--69

Multi-channel consumer behaviour has become an everyday reality. Increasing numbers of purchasing processes are carried out using more than one channel. However, there are no commonly used measures of multichannel consumer behaviour intensity. The article attempts to fill this gap – it proposes two primary indices for the intensity of multi-channel behaviours: in a specific purchasing process (MCA_IPI – in two variants) and for many purchasing processes (MCA_MPI). The last measure looks particularly promising as being a normalised to the 0-1 range index, and independent of the number of analysed channels as well as the separate stages of the purchasing process. Proposed measures have practical applications – they allow to segment the buyers regarding the intensity of multi-channel behaviours and to observe changes in the structure of channel use by buyers over the time.