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A conceptual model of channel choice: measuring online and offline shopping value perceptions

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  • Broekhuizen, Thijs L.J.
  • Jager, Wander

    (Groningen University)

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    Abstract

    This study tries to understand how consumers evaluate channels for their purchasing. Specifically, it develops a conceptual model that addresses consumer value perceptions of using the Internet versus the traditional (physical) channel. Previous research showed that perceptions of price, product quality, service quality and risk strongly influence perceived value and purchase intentions in the offline and online channel. Perceptions of online and offline buyers can be analyzed to see how value is constructed in both channels. This model enables comparisons between online and offline shoppers perceptions. As such, it is possible to determine the factors that encourage or prevent consumers to engage in online shopping.

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    File URL: http://irs.ub.rug.nl/ppn/263680045
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    Bibliographic Info

    Paper provided by University of Groningen, Research Institute SOM (Systems, Organisations and Management) in its series Research Report with number 04F04.

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    Date of creation: 2004
    Date of revision:
    Handle: RePEc:dgr:rugsom:04f04

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