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Physical vs. Virtual Information Search and Purchase in the Buying Behavior of Polish Young Consumers

Radoslaw Macik and Dorota Macik
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Radoslaw Macik: Maria Curie-Sklodowska University in Lublin, Poland
Dorota Macik: School of Finance and Management, Warsaw, Poland

from University of Primorska, Faculty of Management Koper

Abstract: This paper investigates selected internal and external to the consumer factors influencing young consumers’ choices of physical or virtual channels for information search and purchase. Situations of channel lock-in and channel change between the mentioned phases of the buying process are described and their antecedents investigated. Perceived channel characteristics for information search and purchase, consumer decision-making style profile and information technology adoption level are considered to influence consumer choices in this case. Structural equation modeling has been used to analyze the gathered data – 5 models have been assessed.

Keywords: internet shopping; physical retail; information search; young consumers; Poland (search for similar items in EconPapers)
Date: 2011
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