Experimental analysis of consumer channel-mix use

Todayʹs consumers have access to multiple consumer distribution channels. To remain competitive, retailers must offer different contact points to consumers. This empirical study examines channel-mix use decisions for 352 online customersʹ holiday booking preparations. A scenario based experimental approach studies consumer channel-mix use by channel and decision context attributes. The study models effects of time pressure, expected expenditure, channel quality, and access costs on the use of eight channel options, including traditional and online options. Over one-half of respondents use multiple channels to decide trip booking; however, most travelers book trips using the channel they initially investigated for information. Results show expected expenditure does not influence channel use; however, overall cost affects the bookingʹs timing. Time pressures force respondents to visit a travel agent or collect additional brochures to quickly complete the purchase. Results suggest brochures fulfill an important support role.