{"title":"哪种在线渠道最适合品牌战略?可视性透视图","authors":"Jacopo Ballerini, Alberto Ferraris, M. Goria","doi":"10.1109/ICTMOD52902.2021.9739593","DOIUrl":null,"url":null,"abstract":"This short paper aims to build theory and stimulate further research on different online channel approaches. Drawing on the affordance theory and following a comprehensive literature analysis, we identified five original kinds of online channel strategic affordances expressed through five different propositions. The proposed framework offers the key factors relevant for better conceptualizing online channel adoptions, thus representing a fertile ground for new empirical studies.","PeriodicalId":154817,"journal":{"name":"2021 IEEE International Conference on Technology Management, Operations and Decisions (ICTMOD)","volume":"7 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2021-11-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Which online channel approach suits best for brands' strategies? An affordance perspective\",\"authors\":\"Jacopo Ballerini, Alberto Ferraris, M. Goria\",\"doi\":\"10.1109/ICTMOD52902.2021.9739593\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This short paper aims to build theory and stimulate further research on different online channel approaches. Drawing on the affordance theory and following a comprehensive literature analysis, we identified five original kinds of online channel strategic affordances expressed through five different propositions. The proposed framework offers the key factors relevant for better conceptualizing online channel adoptions, thus representing a fertile ground for new empirical studies.\",\"PeriodicalId\":154817,\"journal\":{\"name\":\"2021 IEEE International Conference on Technology Management, Operations and Decisions (ICTMOD)\",\"volume\":\"7 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2021-11-24\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"2021 IEEE International Conference on Technology Management, Operations and Decisions (ICTMOD)\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1109/ICTMOD52902.2021.9739593\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"2021 IEEE International Conference on Technology Management, Operations and Decisions (ICTMOD)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1109/ICTMOD52902.2021.9739593","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Which online channel approach suits best for brands' strategies? An affordance perspective
This short paper aims to build theory and stimulate further research on different online channel approaches. Drawing on the affordance theory and following a comprehensive literature analysis, we identified five original kinds of online channel strategic affordances expressed through five different propositions. The proposed framework offers the key factors relevant for better conceptualizing online channel adoptions, thus representing a fertile ground for new empirical studies.
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