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What is Research Online Purchase Offline

Chapter 12
Sales Management for Improved Organizational Competitiveness and Performance
A specific sequence of the purchase decision process that combined an online search of information and evaluation with a purchase action performed in a physical retail environment. For example, customers could search information on Internet and purchase the good or service in the physical retail store.
Published in Chapter:
The Role in Interpersonal Competency on Online vs. Offline Shopping: A Study Conducted in China
Youssef Elhaoussine (Beijing Normal University-Hong Kong Baptist University United International College, China)
Copyright: © 2022 |Pages: 20
DOI: 10.4018/978-1-6684-3430-7.ch012
Abstract
This research investigates the role of interpersonal competency on online versus offline behavior. Three experiments were conducted, comparing the intention of two groups of participants with high and low levels of interpersonal competencies. The author measured the preferences of online versus offline sources of information, the preferences of online versus offline shopping platforms, and the preferences between highly trusted versus less trusted online platforms, all on bipolar scales specially designed for this research. The results shows that participants with a lower level of interpersonal competencies will indeed prefer online sources of information and retail platforms, and they will also favor more trusted shopping platforms. Based on those results, several marketing implications were drawn.
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