Exploring Perceived Channel Price,Quality, and Value as Antecedents of Channel Choice and Usage in Multichannel Shopping |
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| Authors: | Ui-Jeen Yu Linda S. Niehm Daniel W. Russell |
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| Affiliation: | 1. Department of Family and Consumer Sciences , Illinois State University , Normal, Illinois, USA uyu@ilstu.edu;3. Department of Apparel, Educational Studies, and Hospitality Management , College of Human Services, Iowa State University , Ames, Iowa, USA;4. Department of Human Development and Family Studies , College of Human Services, Iowa State University , Ames, Iowa, USA |
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| Abstract: | This study investigates consumer perceptions of price-quality-value based on shopping channel attributes as antecedents of channel choice and usage in multichannel shopping environments. Findings indicate that channel usage intention is directly influenced by consumer perceptions of channel value and indirectly by consumer perceptions of channel quality and channel price. Consumer perceptions of channel attributes most important to channel usage intention include utilitarian and hedonic value, service and merchandise quality, and monetary and non-monetary price. Managerial implications for retailers suggest a need for strategic management and differentiation of channel attributes to enhance channel value perceptions and increase channel usage intention. |
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| Keywords: | channel choice and usage behavior multichannel shopping perceived channel price-quality-value |
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