Exogenous and Endogenous Antecedents of Online Shopping in a Multichannel Environment: Evidence from a Catalog Retailer in the German-Speaking World

Exogenous and Endogenous Antecedents of Online Shopping in a Multichannel Environment: Evidence from a Catalog Retailer in the German-Speaking World

Maria Madlberger (Vienna University of Economics and Business Administration, Austria)
Copyright: © 2009 |Pages: 21
DOI: 10.4018/978-1-59904-978-6.ch013
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Abstract

Multichannel retailing can offer a wide range of synergies for retailers when their distribution channels accommodate consumers’ preferences and buying behaviors. Among the large number of retail types, mail-order companies are well-suited to benefit from electronic commerce. Not only can they use their infrastructure and experience with direct selling, but they also seek to use the Internet to attract new target groups in order to increase their typically small, narrow customer bases. Currently, we do not know enough about the antecedents of channel choices, especially in the mail-order sector. This article addresses this issue and draws special attention to exogenous (i.e., independent of the retailer) factors that influence online shopping behavior. These variables include perceived convenience and perceived security of online shopping in general and consumers’ attitudes toward the catalog as the existing distribution channel. One endogenous factor—attitude toward the online shop—is assumed to influence buying behavior at the online shop. In order to examine relationships between the catalog and the online shop, 2,363 consumers who were familiar with both distribution channels of a mail-order company were surveyed online. The structural equation model developed reveals that attitudes toward the printed catalog most strongly influence attitudes toward the online shop. Further, the analysis showed that antecedents of buying behavior at the online shop are moderated by gender. Shopping behaviors of men are influenced by their attitudes toward the catalog, while shopping behaviors of women are determined by their attitudes toward the online shop.

Complete Chapter List

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Table of Contents
Preface
Yun Wan
Chapter 1
Yun Wan
This chapter provides an overview of comparison-shopping services. Four research topics are covered: How to design a good shopbot? How Shoppers... Sample PDF
Comparison-Shopping Services and Agent Design: An Overview
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Chapter 2
Maria Fasli
The huge growth of e-commerce has had a profound impact on users who can now choose from a vast number of options online. Inevitably, as the number... Sample PDF
The Next Generation of Shopbots: Semantic Interoperability and Personalization
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Chapter 3
Hongwei Zhu, Stuart E. Madnick
Global comparison services facilitate easy comparison of product offerings around the world. To offer such services, one has to address the semantic... Sample PDF
A Mediation Architecture for Global Comparison Services
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Chapter 4
Theresa Lauraeus-Niinivaara, Timo Saarinen, Anne Sunikka, Anssi Öörni
Electronic markets are expected to facilitate consumer information search and product comparison to the extent that consumers are able to accumulate... Sample PDF
The Efficiency of Different Search Patterns in Electronic Market
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Chapter 5
Makoto Nakayama, Norma Sutcliffe
This chapter examines how product price, product complexity and product durability influence consumers’ comparison shopping process. Frequently... Sample PDF
Price, Product Complexity, and Durability in Comparison Shopping
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Chapter 6
Fahim Akhter, Zakaria Maamar
Online trust is a critical element to the success of electronic commerce (e-commerce). Indeed it reduces the level of uncertainty that arises... Sample PDF
Evaluation of Fuzzy Models to Support Online-Trust Assessment
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Chapter 7
Yun Wan, Nan Hu
Comparison-shopping is becoming the mainstream marketing channel for B2C ecommerce. More and more small online vendors are using shopbots to bring... Sample PDF
Comparison-Shopping Channel Selection by Small Online Vendors: An Exploratory Study
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Chapter 8
Carla Ruiz Mafé, Silvia Sanz Blas
The aim of this chapter is to analyse antecedents of search engines use as prepurchase information tools. Firstly, there is a literature review of... Sample PDF
Comparison Shopping Behaviour in Online Environments: The Case of Spanish E-Shoppers
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Chapter 9
Wen-Jang (Kenny) Jih
Technological advancements in Wireless communication and Internet capabilities are rapidly converging to provide an unprecedented level of... Sample PDF
Service Features, Customer Convenience, and Shopping Intention in the Context of Mobile Commerce
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Chapter 10
Calin Gurau
The use of online shopping agents has increased dramatically in the last 10 years, as a result of e-commerce development. Despite the importance of... Sample PDF
How Good is Your Shopping Agent? Users' Perception Regarding Shopping Agents' Service Quality
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Chapter 11
Patricia T. Warrington, Adam Hagen, Richard Feinberg
Customer satisfaction/dissatisfaction can occur at/after the store, on the telephone, on the internet, after a catalog purchase. Customer... Sample PDF
Multi-Channel Retailing and Customer Satisfaction
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Chapter 12
Changsu Kim, Robert D. Galliers, Kyung Hoon Yang, Jaekyung Kim
This article offers a theoretical analysis of evolutionary processes in WBSS strategies. For that purpose, we propose a research model that shows... Sample PDF
Evolution of Web-Based Shopping Systems: Characteristics and Strategies
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Chapter 13
Maria Madlberger
Multichannel retailing can offer a wide range of synergies for retailers when their distribution channels accommodate consumers’ preferences and... Sample PDF
Exogenous and Endogenous Antecedents of Online Shopping in a Multichannel Environment: Evidence from a Catalog Retailer in the German-Speaking World
$37.50
Chapter 14
C. Ranganathan, Sanjeev Jha
Research on online shopping has taken three broad and divergent approaches viz, human-computer interaction, behavioral, and consumerist approaches... Sample PDF
Examining Online Purchase Intentions in B2C E-Commerce: Testing an Integrated Model
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Chapter 15
Songpol Kulviwat, Ramendra Thakur, Chiquan Guo
An exploratory study was conducted to investigate consumer adoption of online purchase using a survey data set. Based upon the theory of innovation... Sample PDF
An Exploratory Study of Consumer Adoption of Online Shopping: Mediating Effect of Online Purchase Intention
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Chapter 16
Xiaorui Hu, Yuhong Wu
Trust is a major issue in e-markets. It is an even more prominent issue when online shoppers trade with small, less-established e-vendors. Empirical... Sample PDF
Can Web Seals Work Wonders for Small E-Vendors in the Online Trading Environment? A Theoretical Approach
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