This study investigated the consumers' intention towards multi-channel shopping and the function of synergy in a multi-channel retailing format (i.e., brick-and-mortar stores, catalogs, and the Internet). Two questionnaires were developed, one for the multi-channel consumers and the other for the multi-channel retailers. The structural equation modeling was used to predict the effect of shopping benefits and costs perceived from each channel on the consumer's purchase intention. Data analysis (N = 500) indicated that the purchase intentions were affected by different shopping benefit and cost variables. Qualitative analysis of retailers (N= 10) revealed that the retailers considered synergy to be an important part of their multi-channels. Also, there existed a high level of synergy among the existing three retail channels.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc4188 |
| Date | 05 1900 |
| Creators | Pookulangara, Sanjukta Arun |
| Contributors | Kim, Youn-Kyung, Jackson, Reene |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | Text |
| Rights | Public, Copyright, Pookulangara, Sanjukta Arun, Copyright is held by the author, unless otherwise noted. All rights reserved. |
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