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Viewing report
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Understanding Channel Purchase Intentions:. Edition No. 1
VDM Publishing House, Nov 2008, Pages: 260
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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