We apply the proposed model to a transactional database from a direct marketing retailer that operates multiple channels. Our empirical result shows that the multi-channel choice model that incorporates the channel benefits has stronger channel share prediction power than the model without. It further shows that consumers are more likely to choose the Internet channel when the consumer has low perceived risk and high experience and familiarity with the purchase, but they are more likely to choose the Call Center when the consumers have high perceived risk and low experience and familiarity.
Rhee, E. (2010), "Channel share prediction in direct marketing retailing: The role of relative channel benefits", Lawrence, K. and Klimberg, R. (Ed.) Advances in Business and Management Forecasting (Advances in Business and Management Forecasting, Vol. 7), Emerald Group Publishing Limited, Bingley, pp. 111-120. https://doi.org/10.1108/S1477-4070(2010)0000007010Download as .RIS
Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited