C Study 1: Online Integration and Willingness to Pay

Jochen Binder

A chapter in Online Channel Integration, 2014, pp 65-90 from Springer

Abstract: Abstract The first experiment was conducted in order to test hypotheses 1 to 8 concerning the basic effects of online integration on service quality, risk perceptions, and WTP as well as to derive first insights into the effects of channel integration on online purchase intentions. The analysis was conducted as an online experiment using a 2 (online integration: integrated vs. non-integrated) by 2 (purchase place: online store vs. physical store) between subjects design. A total of 308 students from the graduate and undergraduate level of the University of St.Gallen participated in the study. The sample consisted of 106 (34.6%) females and 200 (65.4%) males.

Keywords: Reference Price; Online Shop; Brand Store; Online Store; Online Channel (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-04573-9_3

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DOI: 10.1007/978-3-658-04573-9_3

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