{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,1]],"date-time":"2026-05-01T09:32:11Z","timestamp":1777627931267,"version":"3.51.4"},"reference-count":31,"publisher":"Emerald","issue":"8","license":[{"start":{"date-parts":[[2015,9,14]],"date-time":"2015-09-14T00:00:00Z","timestamp":1442188800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2015,9,14]]},"abstract":"\n Purpose<\/jats:title>\n \u2013 The purpose of this paper is to explore the factors determining which communication mediums influence a given consumer deciding to purchase a specific product. <\/jats:p>\n <\/jats:sec>\n \n Design\/methodology\/approach<\/jats:title>\n \u2013 Using a consumer survey and a multivariate probit (MVP) model, the authors explore consumer information searches related to purchases in nine categories: milk, instant noodles, shampoo, mobile phones, televisions, cars, mobile communication services, credit card services, and life insurance. <\/jats:p>\n <\/jats:sec>\n \n Findings<\/jats:title>\n \u2013 The media channels that motivate a given consumer to make a given purchase vary depending on both socio-demographic variables and product categories. <\/jats:p>\n <\/jats:sec>\n \n Practical implications<\/jats:title>\n \u2013 As consumers can now obtain product information through different and multiple media channels according to their personal characteristics and the category of the product they seek to purchase, these findings will help companies develop media planning strategies that will effectively target specific market segments. <\/jats:p>\n <\/jats:sec>\n \n Originality\/value<\/jats:title>\n \u2013 Unlike previous studies, the authors consider which media channels actually affect a consumer\u2019s product purchase decisions, and the authors do so across product categories and media types to provide practical implications for media planning. Furthermore, this is the first application of the MVP model in this context.<\/jats:p>\n <\/jats:sec>","DOI":"10.1108\/imds-02-2015-0036","type":"journal-article","created":{"date-parts":[[2015,9,11]],"date-time":"2015-09-11T07:50:46Z","timestamp":1441957846000},"page":"1510-1528","source":"Crossref","is-referenced-by-count":16,"title":["Media channels and consumer purchasing decisions"],"prefix":"10.1108","volume":"115","author":[{"given":"JongRoul","family":"Woo","sequence":"first","affiliation":[]},{"given":"Joongha","family":"Ahn","sequence":"additional","affiliation":[]},{"given":"Jongsu","family":"Lee","sequence":"additional","affiliation":[]},{"given":"Yoonmo","family":"Koo","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2020122119542530500_b2","doi-asserted-by":"crossref","unstructured":"Baltas, G.\n (2004), \u201cA model for multiple brand choice\u201d, \n European Journal of Operational Research\n , Vol. 154 No. 1, pp. 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