The Influence of Perceived Benefits, Perceived Risks, and Technology Readiness on Cross-channel Behavior

• Main Authors: Tsai, Chia Wei, 蔡家瑋
• Other Authors: Hung-Jen Su
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/11282528428694717255

碩士 === 國立中正大學 === 行銷管理研究所 === 101 === In multi-channel environment, consumers can search information of products in one channel and buy it from others. The most important issue of cross-channel behavior is the relationship between online channel and mortar-and-brick. Online channel and mortar-and-brick have their own weakness and strength. These incur complementary effect to each other, and cause the cross-channel behavior. If consumers who have cross-channel behavior search information of products in one retailer and buy it from the other, we called them as cross-channel freerider. Multi-channel retailer can’t gain profit from them. Furthermore, technology readiness which refers to people’s propensity to embrace and use new technologies for accomplish goals in home life and at work have positive effect to the intention of online shopping, we suppose that technology readiness may affect cross-channel behavior. We use logistic regression to measure how perceived benefits, perceived risk, and technology readiness affect cross-channel behavior. The results show that perceived benefits would affect positively those who search information of products in mortar-and-brick and buy it from online channel and perceived risks affect negatively. In addition, perceived benefits also affect negatively those who search information of products in online channel but buy it from mortal-and-brick; moreover, perceived benefits affect positively those who search information of products online and buy it from different offline retailer. Last, technology readiness didn’t significant affect cross-channel behavior.