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Article: Why do consumers adopt online channel? An empirical investigation of two channel extension mechanisms

TitleWhy do consumers adopt online channel? An empirical investigation of two channel extension mechanisms
Authors
KeywordsBrand Extension Theory
Channel Dissynergies
Channel Synergies
Expectation-Confirmation Theory
Online Channel Adoption
Relative Benefits
Service Quality
Issue Date2013
PublisherElsevier BV. The Journal's web site is located at http://www.elsevier.com/locate/dss
Citation
Decision Support Systems, 2013, v. 54 n. 2, p. 858-869 How to Cite?
AbstractAs increasingly more organizations transit from a brick-and-mortar into a brick-and-click organization, consumers' embracing the new online channel is becoming critical to the success of these organizations. Although consumers' online channel adoption behavior has recently received a lot of attention, there still lacks a systematic investigation into the internal mechanism of consumers' channel adoption behaviors, especially, in an offline plus online channel context. Using brand extension theory and expectation-confirmation theory as the theoretical basis, this study examines what factors affect a consumer's decision on moving or extending from an offline channel to an online channel. A research model based on the above two theories is developed and empirically tested against data collected from 308 customers of a major commercial bank in China. The results confirm the usefulness of the two theories in explaining the online channel adoption and identify the concurrence effects of cross-channel synergies and dissynergies on customer's channels evaluation. This research advances our theoretical understanding of online channel adoption behaviors and offers practical implications for organizations to manage such online channel adoption. © 2012 Elsevier B.V.
Persistent Identifierhttp://hdl.handle.net/10722/178085
ISSN
2015 Impact Factor: 2.604
2015 SCImago Journal Rankings: 2.262
ISI Accession Number ID

 

DC FieldValueLanguage
dc.contributor.authorYang, Sen_US
dc.contributor.authorLu, Yen_US
dc.contributor.authorChau, PYKen_US
dc.date.accessioned2012-12-19T09:41:51Z-
dc.date.available2012-12-19T09:41:51Z-
dc.date.issued2013en_US
dc.identifier.citationDecision Support Systems, 2013, v. 54 n. 2, p. 858-869en_US
dc.identifier.issn0167-9236en_US
dc.identifier.urihttp://hdl.handle.net/10722/178085-
dc.description.abstractAs increasingly more organizations transit from a brick-and-mortar into a brick-and-click organization, consumers' embracing the new online channel is becoming critical to the success of these organizations. Although consumers' online channel adoption behavior has recently received a lot of attention, there still lacks a systematic investigation into the internal mechanism of consumers' channel adoption behaviors, especially, in an offline plus online channel context. Using brand extension theory and expectation-confirmation theory as the theoretical basis, this study examines what factors affect a consumer's decision on moving or extending from an offline channel to an online channel. A research model based on the above two theories is developed and empirically tested against data collected from 308 customers of a major commercial bank in China. The results confirm the usefulness of the two theories in explaining the online channel adoption and identify the concurrence effects of cross-channel synergies and dissynergies on customer's channels evaluation. This research advances our theoretical understanding of online channel adoption behaviors and offers practical implications for organizations to manage such online channel adoption. © 2012 Elsevier B.V.en_US
dc.languageengen_US
dc.publisherElsevier BV. The Journal's web site is located at http://www.elsevier.com/locate/dssen_US
dc.relation.ispartofDecision Support Systemsen_US
dc.subjectBrand Extension Theoryen_US
dc.subjectChannel Dissynergiesen_US
dc.subjectChannel Synergiesen_US
dc.subjectExpectation-Confirmation Theoryen_US
dc.subjectOnline Channel Adoptionen_US
dc.subjectRelative Benefitsen_US
dc.subjectService Qualityen_US
dc.titleWhy do consumers adopt online channel? An empirical investigation of two channel extension mechanismsen_US
dc.typeArticleen_US
dc.identifier.emailChau, PYK: pykchau@hkucc.hku.hken_US
dc.identifier.authorityChau, PYK=rp01052en_US
dc.description.naturelink_to_subscribed_fulltexten_US
dc.identifier.doi10.1016/j.dss.2012.09.011en_US
dc.identifier.scopuseid_2-s2.0-84871712618en_US
dc.identifier.hkuros220729-
dc.identifier.eissn1873-5797-
dc.identifier.isiWOS:000317448900006-
dc.publisher.placeNetherlandsen_US
dc.identifier.scopusauthoridYang, S=36197636300en_US
dc.identifier.scopusauthoridLu, Y=23389794400en_US
dc.identifier.scopusauthoridChau, PYK=7102267201en_US
dc.identifier.citeulike11337275-

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