H1a. The main initiators of the activation phase are a change in lifestyle, a change in consumer tastes, and broken or worn out furniture.
H1b. Advertising is the main communication channel for consumers at the activation stage.
At the search phase, the internet enables consumers to obtain a rapid market overview – a tool that was available only to retailers some years ago. Consumers can view products from all over the world on their computer screen at home (Lihra et al., 2006):
H2a. The main characteristics of the channel are the opportunity to see the product, channel response time, ease of use, efficiency, consumer habits, and information abundance.
H2b. The internet is the main communication channel at the search stage.
At the evaluation stage, consumers may want to see and touch the product as well as obtain more detailed information about options, product quality, and other issues perceived as important. Thus, the store has a fundamental role to play:
H3a. The main characteristics of the channel are the opportunity to see and touch the product, channel response time, ease of use, efficiency, and channel trust.
H3b. The store is the main communication channel at the evaluation stage.