Abstract
While dotcom companies are struggling to gain competitive advantage in the nonlinear and rapid change of business environment, much of the attention has shifted from a pure play Internet based business model to a hybrid business model. The hybrid business model is also known as multi-channel commerce, bricks-andclicks or clicks-and-mortar. It focuses on maximizing the competitive advantage from the combination of both the web channel and the physical channel. Despite the attention focused on the hybrid business model strategies, there is little research that addresses the relationship of hybrid consumer behaviour and how it affects the building of a hybrid business model. This paper, therefore, begins to examine hybrid consumer behavior and its impact on building a hybrid business model. We present 1) a proposed theoretical model to analyze hybrid consumer behavior and 2) a new approach to characterize hybrid consumer. This serves as a guideline to understand hybrid consumer behavior and their needs.
| Original language | English |
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| Title of host publication | Proceedings of the European Co-operation in the field of scientific and technical research on users aspect of ICTs |
| Subtitle of host publication | the good the bad and the irrelevant |
| Number of pages | 12 |
| Publication status | Published - 2003 |
| Externally published | Yes |
| Event | The European Co-operation in the field of scientific and technical research on users aspect of ICTs: the good the bad and the irrelevant - Finland Duration: 3 Sept 2003 → 5 Sept 2003 |
Conference
| Conference | The European Co-operation in the field of scientific and technical research on users aspect of ICTs: the good the bad and the irrelevant |
|---|---|
| City | Finland |
| Period | 3/09/03 → 5/09/03 |
Keywords
- e-commerce
- business model
- business strategies
- consumer behavior