ABSTRACT

This study examined the consumers’ efficacy perceptions toward three channels(i.e., brick and mortar, PC, mobile) in two stages of decision making process, namely, 1) information acquisition and 2) purchase stages. In particular, we identified four dimensions that determine consumers’ efficacy perceptions in multi-channel environment: 1) ease of use, 2) usefulness, 3) cognitive control, and 4) variety of options. We conducted a survey toward 177 young consumers who were savvy in new media usage and had some multi-channel experiences in recent purchase. Our results indicated that consumers showed higher perceptions of ease of use and usefulness toward PC and mobile channels compared to brick and mortar channel, whereas cognitive control perceptions were higher for brick and mortar channel than for PC and mobile channels. Moreover, consumers showed higher perceptions of variety of options when consumers used PC channel than when consumers used brick and mortar or mobile channel. Our results indicated that 40% of our respondents were categorized as multi-channel consumers who used different channels in information acquisition and purchase stages. This study provided marketers deeper understandings of consumers’ channel choice and shed some light on how to effectively manage various channels in omni-channel environment.

KEYWORD

Consumer Decision Making, Multi-channel strategy, Efficacy, Ease of use, Usefulness, Cognitive control, Variety of options, Brick and mortar, PC, Mobile, Omni-channel

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