Investigating Consumer Shopping Behaviors Across Online and Physical Channels in Taiwan
Recently online shopping behavior has become a major focus of marketing research. Companies usually offer online and physical channels to sell various goods. However, to the best of our knowledge, there is no consensus on the differences between consumers’ online and offline shopping behaviors. We bridge this research gap. We have constructed important theory-driven hypotheses, and have employed a survey method to validate our hypotheses. Our research reported the following two major results. First, when customers encounter a highly-involved purchase scenario, they are less likely to purchase products online. Second, in a multi-channel scenario, when the brand name of an online channel is similar to that of a physical channel, consumers’ perceived service quality of the online channel positively affects their quality perceptions of the physical channels. To the best of our knowledge, this study is one of the first few to extend the findings of brand (name) extension to the field of online marketing. Several practical implications are provided as well.
Keywords- Involvement, Online purchase, Brand Extension.