Exploring Perceived Channel Price, Quality, and Value as Antecedents of Channel Choice and Usage in Multichannel Shopping

Yu, Ui‐Jeen; Niehm, Linda S.; Russell, Daniel W.

doi:10.1080/1046669x.2011.558826

Cited by 55 publications

(53 citation statements)

References 44 publications

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“…Furthermore, adopting multichannel strategies has become a norm for companies to comply with the customers' preferences and keep up with competitors (Heitz-Spahn 2013; Kumar and Reinartz 2012). Therefore, it is a massive and constant challenge for companies to effectively manage multiple channels and create synergy across channels (Chiu et al 2011;Pookulangara and Natesan 2010;Pookulangara et al 2011;Yu et al 2011). Consumer channel choice is largely determined by channel characteristics (Verhoef et al 2007;Macik et al 2012).…”

Section: Introductionmentioning

confidence: 96%

“…Further, more and more consumers are becoming multi-channel research shoppers that use various channels for their search and purchase (Hsiao et al 2012;Yu et al 2011). Therefore, the use of multiple channels enables a business to differentiate itself from competition by expanding the scope of their offers (e.g., in terms of time, space and range) (Kotler and Armstrong 2007;Schröder and Zaharia 2008).…”

Section: Introductionmentioning

confidence: 97%

“…This is principally a question of integrating physical stores and the Internet (DoubleClick 2004). 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).…”

Section: Introductionmentioning

confidence: 98%

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

Wang

Lin

Tai

et al. 2015

Inf Syst E-Bus Manage

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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.

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Section: Introductionmentioning

confidence: 96%

Section: Introductionmentioning

confidence: 97%

Section: Introductionmentioning

confidence: 98%

See 1 more Smart Citation

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

Wang

Lin

Tai

et al. 2015

Inf Syst E-Bus Manage

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“…Similar to (Yu, Hiehm, & Russell , 2011), we defined usage intention of broker channels as a "consumer's intention to buy insurance through a broker channel." As in (Kleijnen, de Ruyter, & Wetzels, 2007), we measured channel usage intention in a direct, simple manner rather than using multiple items.…”

Section: Outcome Variablementioning

confidence: 99%

Antecedents of Channel Choice in Business-To-Business Professional Services:Focus on the Insurance Sector

Asaad¹

2016

JMM

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An increasing number of companies in the professional service sector are using two or more distribution channels to market their products, multichannel strategy that has become a dominant channel design. However, research on channel choices in professional services remains limited. Thus, this study aims to examine antecedents of channel choice in services with focus on Saudi Arabia's insurance sector. The study adopts a quantitative research method and value-based framework to analyze the survey responses of 84 representatives of corporate customers on channel choice decisions when purchasing insurance. In addition, it examines the impact of three key explanatory variables-product class knowledge, perceived transaction risk, and task complexity-in relation to perceived broker channel value, and the affect of channel value on channel choice. The findings evidence that product class knowledge and perceived transaction risk influence perceived broker channel value, and that increased broker channel value leads to greater intentions of broker channel usage. This reiterates the importance of understanding factors influencing consumers in their choice of channels. Further, insurance brokers, particularly those in developing insurance markets, should go beyond the traditional "supplier" role, involving quotations soliciting and pricing negotiations, and focus on value creation. Finally, insurance companies must acknowledge that insurance brokers play a crucial role in developing the client-insurer relationship.

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“…Badrinarayanan et al, 2012;Bezes, 2013;Zhang et al, 2010); the consumer behavior in the online channel (e.g. HeitzSpahn, 2013;Liu, Burns, and Hou, 2013;Maity, Hsu, and Pelton, 2012;Yu, Niehm, and Russell, 2011); the selection of the different marketing channels by the consumer (e.g. Chiang and Li, 2010;Kollmann, Kuckertz, and Kayser, 2012;Venkatesan, Kumar, and Ravishanker, 2007;Xu-Priour, Cliquet, and Fu, 2012) or the use of multiple channels in the same purchase process (e.g.…”

Section: Introductionmentioning

confidence: 99%

Internal factors predisposing the consumer to be a multichannel shopper

2015

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Consumer characteristics play an important role in channel choice. Thereby, this work aims to study and analyze which are the internal factors that facilitate the adoption of multichannel purchase by the consumer. To this end, we study consumers' behavior in an online channel, because of their importance as a shopping channel in a multichannel shopping context. The results of the research show that certain consumer characteristics are important factors that predispose to multichannel shopping.

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Exploring Perceived Channel Price, Quality, and Value as Antecedents of Channel Choice and Usage in Multichannel Shopping

Cited by 55 publications

References 44 publications

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

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

Antecedents of Channel Choice in Business-To-Business Professional Services:Focus on the Insurance Sector

Internal factors predisposing the consumer to be a multichannel shopper

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