دانلود رایگان مقاله انگلیسی تاثیر پرمایگی درک شده رسانه کانال های بازاریابی در استفاده آنلاین از کانال - امرالد 2018

Abstract

Purpose – The purpose of this paper is to identify the differences in the perceived media richness of three marketing channels by different consumer generations as well as to indicate the importance of the perceived media richness of each of channel for the intention of online use at pre-purchase stage. Design/methodology/approach – The study is based on a sample of 1,103 consumers in Poland, which research sample included three generations: Baby Boomers, X generation and Y generation. Computerassisted personal interview method was used with a standardised questionnaire; the research sample was determined using a quota-random method, with the quotas referring to age and gender and the nature of the place of residence (provincial town, town/city other than a provincial one, or a village) – the structure of the sample was maintained at the regional level. Findings – Analysed channels (online, offline, phone) have different perceived media richness. Consumers from different generations can perceive media richness of the same marketing channels in various ways. Perceived media richness of the analysed marketing channels has an impact on the intention to use the channel online. Research limitations/implications – First, the fact of blurring differences between consumers generation, particularly X and Y generation. As well the fact that each generation has identified an internal diversity. Second limitation refers to the type of marketing channels included in research. Finally, limitation also applies to spatial extent of the study. The above limitations can also be some directions of future research – taking into account some other marketing channels and verifying the conclusions on other consumer groups. Practical implications – General recommendation refers to the need for treating customers in each marketing channel in the same way – immediate response is one of the aspects of this recommended unified customer service in multichannel environment. Online channel communications with customers should be supported by giving consumers more personalised communication via phone, chat and social media. For older consumers, it is recommended to gradually redirect them to an online channel. Information search is a good start for online customer journey, because this channel at the pre-purchase stage is the most useful and least risky for the consumer unfamiliar with online environment. Social implications – Better understanding of the needs of different customers generations and their perception of different marketing channel at the pre-purchase stage. Originality/value – Identification of intergenerational differences in the perception of media richness of online, phone and offline channels.

Limitations and suggestions for future research

Although the results of this study have useful implications, some limitations must be considered. First, the fact of the blurring differences between consumer generations, particularly the X and Y generations - as well as the fact that each generation has identified an internal diversity. Second limitation refers to the type of marketing channels included in the research. Finally, a limitation also applies to the spatial extent of the study. The above limitations can also serve as some directions of future research – taking into account some other marketing channels and verifying the conclusions referring to other consumer groups. As far as marketing channels are concerned, the mobile channel is undoubtedly worth considering. As the researchers rightly point out, m-commerce is not the same as e-commerce (Maity and Dass, 2014). We believe that there is a great potential of media richness of the online channel for the reduction of consumer risk and uncertainty about the available online information. For this reason, it is worth analysing the virtual worlds and the aspect of transmitting multiple cues interactively in the future research (Chesney et al., 2017). Moreover, the importance of social factors shaping the perception of media richness should be taken into research consideration. According to the social influence, model media perceptions are partially subjective and socially constructed, and not merely based on objective media characteristics (as is the case in the media richness theory) ( Järveläinen, 2007). Consequently, the service supplier does not have a full impact on the perception of media richness of marketing channels. The role of social influence in the media richness perception of each channel should be indicated as another research area.