Consumers on the Road from E-Communication to E-Shopping

Consumers on the Road from E-Communication to E-Shopping

Kari Elkela (Finland Post Corporation, Finland), Tuomas Kokkonen (Finland Post Corporation, Finland) and Heikki Nikali (Finland Post Corporation, Finland)
DOI: 10.4018/978-1-59140-629-7.ch005


This chapter deals with the effect of new forms of consumer communication on shopping behavior. New communication technologies are in a constant state of development, and much debate is taking place concerning the multi-channel communication society. However, in reality, people are continually switching from one channel to another. In this regard, what is important is from whose point of view the system eventually will be controlled. It also can be argued that the opinions and needs of ordinary people have not necessarily received the strongest focus in developing multi-channel technology. This chapter is divided into three main sections. First, the development in message volumes and new technologies within the past decade is analyzed. Second, consumer preferences concerning the means of communication when receiving marketing information are analyzed.Third, the evolution and current state of B2C e-commerce and changes in consumers’ purchasing habits are discussed. Finally, a future vision of consumer behavior in a multi-channel world is presented.

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