期刊
DECISION SUPPORT SYSTEMS
卷 61, 期 -, 页码 34-46出版社
ELSEVIER SCIENCE BV
DOI: 10.1016/j.dss.2014.01.008
关键词
E-commerce; M-commerce; Channel choice; Consumer decision-making; Media richness; Cognitive cost; Product type
This study investigates the effect of media richness on consumer decision-making and channel choice, and grounds the investigation in media richness theory, task-media fit hypotheses and cognitive cost (behavioral decision theory). Findings from three experiments provide evidence that consumers prefer channels with medium (e.g., e-commerce) and high (e.g., in-store) media richness for carrying out complex decision-making tasks. Findings reveal that consumers are likely to undertake simple decision-making tasks on channels that incorporate low (e.g., m-commerce) levels of media richness. Findings also demonstrate that product type moderates the effect of media richness on perceived channel-task fit, post-purchase evaluation, and channel choice. These insights should prove helpful to managers in managing content across different channels. (C) 2014 Elsevier B.V. All rights reserved.
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