The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
An Empirical Study on the Customer Channel Choice Behavior in the Overall Process of Shopping Under O2O Mode
|
Author(s): Ting Dai (School of Management, Shandong University, Jinan, China & Department of Public Education, Jinan Vocational College, Jinan, China), Decheng Wen (School of Management, Shandong University, Jinan, China)and Xiao Chen (School of Management, Shandong University, Jinan, China)
Copyright: 2016
Volume: 8
Issue: 1
Pages: 19
Source title:
International Journal of Web Portals (IJWP)
DOI: 10.4018/IJWP.2016010102
Purchase
|
Abstract
Through dividing the entire shopping process into three stages: pre-purchase, purchase and post-purchase, this study analyzed the customers' channel choice behavior in each, from perspectives of product quality, Customers and channels. Based on a survey answered by 395 multi-channel shoppers, the findings show that the products' perceptibility and security, is positively associated with the online channel (vs. offline) during the pre-purchase and purchase stages and no significant association in the post-purchase stage. The customers' shopping motivations and network involvements are positively associated with the online channel in the pre-purchase and purchase stages, but the perceived risks are negatively associated with the online channel throughout the entire shopping experience. The channel's usefulness has a significant and positive correlation with the online channel in all three stages of shopping, but the channels' ease-of-use only has a significant and positive impact in the pre-purchase stage and weaker in the other two. The findings provide some useful suggestions for multichannel retailers.
Related Content
Lata Jaywant Sankpal, Suhas H. Patil.
© 2022.
23 pages.
|
Amna Alsalem, Emad Ahmed Abu-Shanab.
© 2022.
20 pages.
|
Bimal aklesh Kumar.
© 2022.
12 pages.
|
Ahmed Aloui, Okba Kazar.
© 2021.
20 pages.
|
Nikola Vlahovic, Andrija Brljak, Mirjana Pejic-Bach.
© 2021.
19 pages.
|
Ilhem Feddaoui, Faîçal Felhi, Fahad Algarni, Jalel Akaichi.
© 2021.
22 pages.
|
Glauber José Vaz, Jayme Garcia Arnal Barbedo.
© 2021.
13 pages.
|
|
|