Empirical analysis of consumers' channel choice for electronic products: A consumer's perspective

Zhang, Hui; Xiao, Tiaojun; Tian, Chen; Li, Juan

doi:10.1109/pic.2014.6972408

Cited by 1 publication

(1 citation statement)

References 19 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Prior studies often focus on consumer behaviors in the single channel in isolation of the other channels (Yu et al 2011). However, previous studies that emphasize research-shopper attitudes toward search and purchase in the multi-channel environment remains limited (Balasubrananian et al 2005;Gupta et al 2004;Maity and Dass 2014;Verhoef et al 2007;Zhang et al 2014). This is surprising since multi-channel attitude is an important determinant of channel choice and so central to understanding these complex consumption behaviors.…”

Section: Introductionmentioning

confidence: 99%

Understanding multi-channel research shoppers: an analysis of Internet and physical channels

Wang

Lin

Tai

et al. 2015

Inf Syst E-Bus Manage

View full text Add to dashboard Cite

The purpose of this study is to analyze how channel characteristics influence the channel attitudes of multi-channel research shoppers. In addition, the study also considers consumers' complex shopping behaviors that involve using one channel for search and another for purchase simultaneously. Survey data were collected from 191 consumers with recent (i.e., in the last 3 months) multi-channel experiences. Qualified respondents had either searched in physical retail stores and purchased on the Internet or searched on the Internet and subsequently purchased in physical retail stores. The research hypotheses were examined using multiple regression analysis. The results show that customer perceptions of channel characteristics drive channel choice attitudes. Importantly, we find the significance of channel characteristics varies between the Internet and the physical channel. The research findings deepen our understanding of shopping behaviors in the multichannel context. Practitioners may use the findings to manage the characteristics of the complementary channels while also designing marketing programs to create positive consumer attitudes toward search and purchase.

show abstract