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An Empirical Study on the Customer Channel Choice Behavior in the Overall Process of Shopping Under O2O Mode

An Empirical Study on the Customer Channel Choice Behavior in the Overall Process of Shopping Under O2O Mode

Ting Dai, Decheng Wen, Xiao Chen
Copyright: © 2016 |Volume: 8 |Issue: 1 |Pages: 19
ISSN: 1938-0194|EISSN: 1938-0208|EISBN13: 9781466690288|DOI: 10.4018/IJWP.2016010102
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MLA

Dai, Ting, et al. "An Empirical Study on the Customer Channel Choice Behavior in the Overall Process of Shopping Under O2O Mode." IJWP vol.8, no.1 2016: pp.13-31. http://doi.org/10.4018/IJWP.2016010102

APA

Dai, T., Wen, D., & Chen, X. (2016). An Empirical Study on the Customer Channel Choice Behavior in the Overall Process of Shopping Under O2O Mode. International Journal of Web Portals (IJWP), 8(1), 13-31. http://doi.org/10.4018/IJWP.2016010102

Chicago

Dai, Ting, Decheng Wen, and Xiao Chen. "An Empirical Study on the Customer Channel Choice Behavior in the Overall Process of Shopping Under O2O Mode," International Journal of Web Portals (IJWP) 8, no.1: 13-31. http://doi.org/10.4018/IJWP.2016010102

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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.

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