A theoretical framework to characterize multichannel interaction in electronic commerce
Vincent Chevrin, Alain Derycke, José Rouillard · 2003
This paper presents an initial study of multichannel interactions within the framework of the E-Marketing. A analysis and prediction theoretical framework, based on the one hand on concepts resulting from psycholinguistics, and the other hand on information theories, more managerial, is proposed. An initial synthesis in terms of index properties of the channels is given. Lastly, some multichannel scenarios and devices are described in detail.