Understanding shopping routes of offline purchasers: selection of search-channels (online vs. offline) and search-platforms (mobile vs. PC) based on product types

With the advent of the Internet and mobile technologies, shopping behavior has become increasingly complex due to the variety of channels providing consumers with various options to search and buy. However, contrary to our common belief, offline channels (compared to online channels) are still considered consumers’ preferred purchasing routes. In fact, bricks-and-mortar stores continue to function as the hub of value propositions of the retail...