Services purchased at brick and mortar versus online stores, and shopping motivation
Services purchased at brick and mortar versus online stores, and shopping motivation
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在实体店购买的服务与在线商店购买的服务以及购物动机
DOI：
10.1108/08876040710746552
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发表时间：
2007
影响因子：
3.9
通讯作者：
G. Ganesh
中科院分区：
文献类型：
--
作者：
Rajasree K. Rajamma;A. Paswan;G. Ganesh
目的：本研究旨在探讨消费者选择一种特定的购物模式——即实体店还是网上商店——是基于他们对从其中一种还是从另一种购买产品或服务最好的看法。它的目的是假设这种感知与分配给各种购物动机维度的重要性有关。设计/方法/方法-本研究的数据是通过对689个使用互联网的美国家庭进行自我管理的邮件调查收集的。他们代表了接受调查的2500个家庭中28%的回应。广泛的无反应分析排除了数据中的严重偏倚。实证研究结果表明，不同的购物动机确实对服务类型和购物模式一致性的感知产生了不同的影响。此外，结果还表明，服务更有可能与网上购物模式相关联，而更有形的产品更有可能与……
Purpose – This study seeks to explore the idea that consumers select a particular shopping mode – i.e. bricks and mortar versus online outlet – based on their perceptions about whether a product or service is best bought from one or the other. It aims to posit that this perception is associated with the importance allocated to various shopping motivation dimensions.Design/methodology/approach – Data for this study were collected using a self‐administered mail survey from 689 internet‐enabled US households. They represent a 28 percent response from 2,500 households that received the survey. Extensive non‐response analysis ruled out serious bias in the data.Findings – The results from this empirical study suggest that different shopping motivations indeed influence perceptions of service type and shopping mode congruence differently. In addition, the results also suggest that services are more likely to be associated with the online shopping mode, whereas more tangible products are likely to be associated w...