Consumer behavior in a multichannel, multimedia retailing environment

Utpal M. Dholakia, Barbara E. Kahn, Randy Reeves, Aric Rindfleisch, David Stewart, Earl Taylor

Research output: Contribution to journalArticlepeer-review


Over the past decade, multichannel, multimedia retailing environments have grown in variety, scope, and sophistication. However, research regarding the implications of this trend for consumer behavior is rather scarce. We seek to address this need by providing a comprehensive yet flexible approach for formulating promising consumer behavior-related research questions based in multichannel, multimedia retailing environments. This approach adopts a consumer-centric view of multichannel, multimedia retailing and identifies a number of important dimensions of this environment. We then illustrate how this approach could be applied via specific examples involving consumer memory, product assortment, and information acquisition. We conclude by considering the managerial implications of our proposed approach.

Original languageEnglish (US)
Pages (from-to)86-95
Number of pages10
JournalJournal of Interactive Marketing
Issue number2
StatePublished - May 2010
Externally publishedYes


  • Consumer behavior
  • Multichannel
  • Multimedia
  • Retail consumer

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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