Consumer behaviour in multi-channel contexts: the case of a theatre festival

Purpose - The purpose of this paper is to complement existing work on multi-channel environments of shopping experiences and retail channels by exploring the use of different channels in the consumer decision-making processes associated with ticket purchase for performances in a regional annual theatre festival. Design/methodology/approach - Analysis of the audience questionnaire focuses on the relative use of different channels and specifically the importance of the Internet in the stages leading up to attendance at the festival - awareness, information gathering, decision making and purchase transaction. Findings - The extent of use of different channels at different stages in the decision-making process varies, although the Internet is the only channel that can be and is used to support all stages of the process. Throughout the process, with the exception of purchase transaction, the use of word-of-mouth is significant. Customers who started using the Internet at the awareness stage often continued to use it. Neither gender nor age has a significant effect on patterns of channel use. Originality/value - This study contributes to research into the use of multiple channels in consumer decision making, particularly in relation to customer multi-channel employment, the factors that affect channel use, and the role of word-of mouth in multi-channel contexts.