Hsin-Hui Lin
The Effect of TV and Online Shopping Value on Online Patronage Intention in a Multichannel Retail Context
1742 - 1748
2010
4
7
International Journal of Economics and Management Engineering
https://publications.waset.org/pdf/822
https://publications.waset.org/vol/43
World Academy of Science, Engineering and Technology
With the proliferation of multichannel retailing, developing a better understanding of the factors that affect customers purchase behaviors within a multichannel retail context has become an important topic for practitioners and academics. While many studies have investigated the various customer behaviors associated with brickandmortar retailing, online retailing, and brickandclick retailing, little research has explored how customer shopping value perceptions influence online purchase behaviors within the TVandonline 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 TVandonline retail context. The findings of this study provide several important theoretical and practical implications for multichannel retailing.
Open Science Index 43, 2010