Towards understanding hybrid consumer behavior: A new approach to characterize hybrid consumer

Savanid Vatanasakdakul

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

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 languageEnglish
Title of host publicationProceedings of the European Co-operation in the field of scientific and technical research on users aspect of ICTs
Subtitle of host publicationthe good the bad and the irrelevant
Number of pages12
Publication statusPublished - 2003
Externally publishedYes
EventThe 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 Sep 20035 Sep 2003

Conference

ConferenceThe European Co-operation in the field of scientific and technical research on users aspect of ICTs: the good the bad and the irrelevant
CityFinland
Period3/09/035/09/03

Keywords

  • e-commerce
  • business model
  • business strategies
  • consumer behavior

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