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Channel Characteristics’ Influence on Physical vs. Virtual Channel Choice for Information Search and Purchase – The Case of Polish Young Consumers

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Author(s): Radosław Mącik | Grzegorz Mazurek | Dorota Mącik

Journal: International Journal of Cyber Society and Education
ISSN 1995-6649

Volume: 5;
Issue: 1;
Start page: 35;
Date: 2012;
Original page

Keywords: Internet Shopping | Physical Retail | Information Search | Channel Choice

ABSTRACT
This research investigates the influence of selected channel characteristics on young consumers’ choices of physical or virtual channels for information searching and purchasing. Since internet shopping, as well as multi-channel shopping, became popular, finding factors that influence channel choice is important to understanding these behaviors. Situations of channel lock-in during mentioned phases of the buying process are described and their antecedents investigated. Perceived channel characteristics include general attitude toward a particular channel or some sub-dimensions of perceived advantages and risks of that channel. Structural equation modeling has been used to analyze the data.
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