{"title":"The Effect of TV and Online Shopping Value on Online Patronage Intention in a Multi-channel Retail Context","authors":"Hsin-Hui Lin","volume":43,"journal":"International Journal of Economics and Management Engineering","pagesStart":1742,"pagesEnd":1749,"ISSN":"1307-6892","URL":"https:\/\/publications.waset.org\/pdf\/822","abstract":"
With the proliferation of multi-channel retailing, developing a better understanding of the factors that affect customers- purchase behaviors within a multi-channel retail context has become an important topic for practitioners and academics. While many studies have investigated the various customer behaviors associated with brick-and-mortar retailing, online retailing, and brick-and-click retailing, little research has explored how customer shopping value perceptions influence online purchase behaviors within the TV-and-online retail environment. The main purpose of this study is to investigate the influence of TV and online shopping values on online patronage intention. Data collected from 116 respondents in Taiwan are tested against the research model using the partial least squares (PLS) approach. The results indicate that utilitarian and hedonic TV shopping values have indirect, positive influences on online patronage intention through their online counterparts in the TV-and-online retail context. The findings of this study provide several important theoretical and practical implications for multi-channel retailing.<\/p>\r\n","references":"[1] Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., and\r\nWood, S. Interactive home shopping, consumer, retailer and manufacturer\r\nincentives to participate in electronic marketplaces. Journal of Marketing,\r\n61, 3, 1997, 38-53.\r\n[2] Babin, B.J. and Attaway, J.S. Atmospheric affect as a tool for creating\r\nvalue and gaining share of customer. Journal of Business Research, 49, 2,\r\n2000, 91-99.\r\n[3] Babin, B.J. and Darden, W.R. Consumer self-regulation in a retail\r\nenvironment. Journal of Retailing, 71, 1, 1995, 47-70.\r\n[4] Babin, B.J., Darden, W.R., Griffin, M. 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