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The seduction and the strain: How rich channel environments enliven and overwhelm consumers

Author

Listed:
  • Wang, Wenqi
  • Hua, Haiyan
  • Wang, Hong
  • Zeng, Luanyi

Abstract

Digital technologies reshape retail, heightening focus on channel environments. Yet, how the channel environment, holistically shapes consumer behavior remains underexplored. This study introduces “Channel Environment Richness (CER)†and grounded in S-O-R, proposes a dual psychological model for CER's influence on channel usage intention. Across four experiments (N ≈ 793), CER exhibits a significant positive total effect on Channel usage intention. Critically, its mechanisms reveal a double-edged sword effect: CER simultaneously enhances perceived hedonic value and increases information processing burden, with both parallel pathways partially mediating usage intention. Brand intimacy and channel consistency crucially moderate these mechanisms, amplifying PHV's positive effect while mitigating IPB's negative impact. This research systematically defines CER, clarifies its parallel affective-cognitive mechanisms, and offers practical implications for retailers' channel design.

Suggested Citation

  • Wang, Wenqi & Hua, Haiyan & Wang, Hong & Zeng, Luanyi, 2026. "The seduction and the strain: How rich channel environments enliven and overwhelm consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PA).
    • Handle: RePEc:eee:joreco:v:89:y:2026:i:pa:s0969698925003649
    DOI: 10.1016/j.jretconser.2025.104585
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