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Beyond trial: Consumer assimilation of electronic channels

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  • Johnson, Devon S.

Abstract

This paper explores the assimilation of electronic channels into consumers’routines. It proposes that consumer learning orientation for the product/service and the efficiency realized from channel use are essential determinants of post-trial assimilation and that assimilation reduces information ambiguity and improves consumers’ sense of identity with the firm. These relationships are tested using data from a survey of online banking customers. The study reveals that consumer efficiency and learning orientation influence assimilation more strongly than some other determinants of consumer trial and that assimilation improves consumers’ understanding of the service and facilitates a greater sense of identity with the firm. Theoretical implications are discussed and suggestions are presented on how managers can increase the rate of customer electronic channel assimilation and how to take strategic advantage of this.

Suggested Citation

  • Johnson, Devon S., 2008. "Beyond trial: Consumer assimilation of electronic channels," Journal of Interactive Marketing, Elsevier, vol. 22(2), pages 28-44.
    • Handle: RePEc:eee:joinma:v:22:y:2008:i:2:p:28-44
    DOI: 10.1002/dir.20112
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    Cited by:

    1. Jin, Seung-A Annie, 2009. "The Roles of Modality Richness and Involvement in Shopping Behavior in 3D Virtual Stores," Journal of Interactive Marketing, Elsevier, vol. 23(3), pages 234-246.
    2. Dholakia, Utpal M. & Kahn, Barbara E. & Reeves, Randy & Rindfleisch, Aric & Stewart, David & Taylor, Earl, 2010. "Consumer Behavior in a Multichannel, Multimedia Retailing Environment," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 86-95.
    3. Lu, Qiang (Steven) & Pattnaik, Chinmay & Xiao, Junji & Voola, Ranjit, 2018. "Cross-national variation in consumers' retail channel selection in a multichannel environment: Evidence from Asia-Pacific countries," Journal of Business Research, Elsevier, vol. 86(C), pages 321-332.
    4. Sicilia, Maria & Ruiz, Salvador, 2010. "The Effect of Web-Based Information Availability on Consumers' Processing and Attitudes," Journal of Interactive Marketing, Elsevier, vol. 24(1), pages 31-41.

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