D Study 2: Online Integration, Channel Loyalty, and Channel Choice

Jochen Binder

A chapter in Online Channel Integration, 2014, pp 91-182 from Springer

Abstract: Abstract In order to test the relationships between online integration on customer channel selection and retention, customer data was collected with two experimental studies. The respondent base consisted of the existing customers of the two cooperating firms, with firm A being the same company as in the first experiment. Both firms are described in detail in Chapters D.1.1 and D.1.2. Analogous to the previous experiment on WTP, participants were exposed to an online shop of the firms within a fictitious purchase scenario. The online shops differed in their level of integration with the firms' offline stores. Since both experiments measure purchase intentions and loyalty effects between the online and offline channel, the participants of the study were not a priori assigned to a purchase scenario in one of the two channels.

Keywords: Ordinary Less Square; Purchase Intention; Online Shop; Seemingly Unrelated Regression; Brand Store (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1007/978-3-658-04573-9_4

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