Does social exclusion influence multiple channel use? The interconnections with community, happiness, and well-being
研究社会排斥如何影响消费者使用传统商店、电脑网购和手机购物三种渠道，发现被排斥者花更多时间购物，尤其是手机购物，且手机购物能缓解排斥对幸福感的负面影响。
This paper examines how social exclusion affects consumer use of multiple shopping channels (traditional stores, online by computer and mobile retailing by cell phone) and how these choices affect consumers' happiness and wellbeing. The findings from an online survey (n = 1368) in the United States indicate that socially-excluded people spend more time shopping by all three channels, with the most significant being the cell phone. The latter channel is also more significant for younger respondents and for those who report a mobility/disability issue. Time spent on traditional store shopping and shopping by cell phone both have significant positive effects on happiness and wellbeing. Shopping by cell phone significantly ameliorates the negative effects of social exclusion on happiness and wellbeing for consumers with mobility/disability issues. The paper also includes practical implications for retail marketing managers' and policy makers' communication strategies.