Understanding the substitution effect between online and traditional channels: evidence from product attributes perspective
Understanding the substitution effect between online and traditional channels: evidence from product attributes perspective
复制标题
DOI：
10.1007/s12525-012-0114-2
复制
发表时间：
2012-12
影响因子：
8.5
通讯作者：
Quansheng Wang;Peijian Song;Xue Yang
中科院分区：
文献类型：
--
作者：
Quansheng Wang;Peijian Song;Xue Yang
网络渠道与传统渠道之间的替代效应受到了学术界和实务界的广泛关注，但对于不同情境下替代效应的相对大小却知之甚少。由于产品属性分类被认为是评估互联网作为营销渠道的潜在影响的一种有用的方法，本研究探索了替代效应的相对大小在多大程度上是产品属性的函数。借鉴跨渠道非协同效应和现状偏差理论，提出并验证了基于问卷调查的中国网民研究模型。研究结果显示，在线渠道和传统渠道之间存在显著的替代效应，这一结果在不同的产品类别中表现强劲。此外，与体验商品相比，搜索商品的替代效应更为明显。本研究还发现产品参与对购买渠道选择有直接影响。本研究有助于促进我们对跨渠道非协同效应的理解，更具体地说，它为跨渠道协调策略的设计提供了洞察力。
The substitution effect between online and traditional channel has received considerable attention from academics and practitioners; however, little is known about the relative size of the substitution effect in different contexts. Since product attributes classification has been recognized as a useful way to evaluate the potential influence of the Internet as a marketing channel, the current study explored the extent to which the relative size of the substitution effect is the function of the product attributes. Drawing upon cross-channel dissynergy and status quo bias theory, we proposed and validated a research model on Chinese Internet users utilizing survey methods. The findings revealed a significant substitution effect between online and traditional channels, and this result was robust across different product categories. Moreover, the substitutive effect was more evident for search goods compared to experience goods. This study also found the direct influence of product involvement on purchase channel choice. This study contributes to both research and practice by advancing our understanding of cross-channel dissynergy and, more specifically, it provides insights into the design of cross-channel coordination strategies.