Understanding Channel Purchase Intentions

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.