The Effect of TV and Online Shopping Value on Online Patronage Intention in a Multi-channel Retail Context

نویسنده

  • Hsin - Hui Lin
چکیده

With the proliferation of multi-channel retailing, developing a better understanding of the factors that affect customers’ purchase behaviors within a multi-channel retail context has become an important topic for practitioners and academics. While many studies have investigated the various customer behaviors associated with brick-and-mortar retailing, online retailing, and brick-and-click retailing, little research has explored how customer shopping value perceptions influence online purchase behaviors within the TV-and-online retail environment. The main purpose of this study is to investigate the influence of TV and online shopping values on online patronage intention. Data collected from 116 respondents in Taiwan are tested against the research model using the partial least squares (PLS) approach. The results indicate that utilitarian and hedonic TV shopping values have indirect, positive influences on online patronage intention through their online counterparts in the TV-and-online retail context. The findings of this study provide several important theoretical and practical implications for multi-channel retailing. Keywords—Multi-channel retailing; utilitarian shopping value; hedonic shopping value; online purchase

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

منابع مشابه

بررسی تأثیر ادراک مصرف‌کنندگان نسبت به اخلاق خرده فروشی آنلاین بر ارزش ویژه برند(مطالعه موردی: فروشگاه اینترنتی دیجی کالا)

The rapid growth of e-commerce and the ever-increasing rise of online businesses have led to increased consumer concerns over ethical issues surrounding online shopping. By accepting the Internet as a source for retail, ethical issues related to the use of the Internet have created serious concerns for consumers and new challenges for activists in this area. These unethical activities influence...

متن کامل

Consumer behaviour in multi-channel retail environments: consumer movement between online and offline channels

In order to understand how consumers move between online and offline channels in the context of multi-channel retail environments, an exploratory study has been conducted. To prepare for this study, the literature on consumer channel choice and contemporary consumption behaviour together with relevant HCI literature was reviewed. The initial findings from the research show that consumers move b...

متن کامل

Consumer Behaviour in Multi - Channel Retail Environments :

In order to understand how consumers move between online and offline channels in the context of multi-channel retail environments, an exploratory study has been conducted. To prepare for this study, the literature on consumer channel choice and contemporary consumption behaviour together with relevant HCI literature was reviewed. The initial findings from the research show that consumers move b...

متن کامل

Developing Marketing Strategies for TV Shopping Stores: A Second-order Structural Equation Modeling Application

This research examines the effects of marketing strategies, which are adopted by firms, from a consumer-based viewpoint, and provides a practical brand management discussion as reference for TV shopping retailers. A questionnaire survey is conducted to verify the determinant effects of firms’ marketing strategy (low pricing/relational ads/emotional ads/sales of international brands) and channel...

متن کامل

A bi-level programming approach to coordinating pricing and ordering decisions in a multi-channel supply chain

This paper investigates the Stackelberg equilibrium for pricing and ordering decisions in a multi-channel supply chain. We study a situation where a manufacturer is going to open a direct online channel in addition to n existing traditional retail channels. It is assumed that the manufacturer is the leader and the retailers are the followers. The situation has a hierarchical nature and...

متن کامل

ذخیره در منابع من


  با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

عنوان ژورنال:

دوره   شماره 

صفحات  -

تاریخ انتشار 2012