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.

Which online channel approach suits best for brands' strategies? An affordance perspective

Ballerini, Jacopo
;
Ferraris, Alberto;Goria, Mirko
2021

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.
ICTMOD 2021
Online
24-26 November 2021
2021 IEEE International Conference on Technology Management, Operations and Decisions (ICTMOD)
IEEE
1
5
978-1-6654-1654-2
ecommerce,online retail, affordance,online channel
Ballerini, Jacopo; Ferraris, Alberto; Goria, Mirko
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/2318/1851514
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