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

Yu-Min Wang (), Hsin-Hui Lin (), Wei-Chun Tai () and Yi-Ling Fan ()
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Yu-Min Wang: National Chi Nan University
Hsin-Hui Lin: National Taichung University of Science and Technology
Wei-Chun Tai: Southern Taiwan University
Yi-Ling Fan: National Taichung University of Science and Technology

Information Systems and e-Business Management, 2016, vol. 14, issue 2, No 9, 389-413

Abstract: Abstract 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 multi-channel 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.

Keywords: Multi-channel research shopper; Channel choice characteristic; Channel attitude; Multi-channel consumers (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (10)

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DOI: 10.1007/s10257-015-0288-1

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