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Multi-channel consumer behavior: Online and offline travel preparations

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Publication date2006
Host publicationCHI EA '06 CHI '06 Extended Abstracts on Human Factors in Computing Systems
Place of PublicationNew York
PublisherACM
Pages1457-1462
Number of pages6
ISBN (Print)1595932984
<mark>Original language</mark>English

Abstract

Elaborating on the first stage in the User-Centered Design (UCD) process, understanding the user, this study questions whether it is sufficient to look at the use of interactive systems in isolation. Starting from the assumption that consumers often use the Internet in combination with other channels (telephone, high street, mail order), this paper discusses a study on how consumers move between online and offline channels during the preparations for leisure travel. The theoretical framework was informed by literature from the fields of HCI, marketing and social sciences. The results of the first stage of this work-in-progress indicate that multi-channel use is a day-to-day reality for many consumers.