Understanding Channel Purchase Intentions:. Measuring Online and Offline Shopping Value Perceptions
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The purpose of this study is to develop and test a model that enhances our understanding of how consumers evaluate online and offline channels for their purchasing. This study studies the motivations to use specific online and offline retail outlets in a side-by-side evaluation. The concept of perceived value is chosen, as it represents a tradeoff between all perceived costs and benefits, and therefore enables comparisons between the two seemingly different shopping experiences. Moreover, it has been shown that perceived value is capable of predicting purchase intentions for offline and online stores (e.g. Baker et al. 2002; Chen and Dubinsky 2003). The relative importance of the predictors of online and offline perceived value and purchase intentions are used to infer the main motivations to shop online or offline. Differences in the strength of relationships indicate whether certain factors play a more dominant role in either context. In addition to this, it is also investigated whether there are differences in the strength of online shopping motivations between experienced and less experienced online shoppers.
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