Examining the relationship between individual characteristics, product characteristics, and media richness fit on consumer channel preference

Authors:
Eric Brunelle;Josée Lapierre
Affiliations:
Department of Mathematics and Industrial Engineering, École Polytechnique de Montréal, Montreal, Quebec;Department of Mathematics and Industrial Engineering, École Polytechnique de Montréal, Montreal, Quebec
Venue:
EC-Web'07 Proceedings of the 8th international conference on E-commerce and web technologies
Year:
2007

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Abstract

This study examines the relationship between individual characteristics, product characteristics and media richness fit to explain the consumer channel preference. Based on prior research, hypotheses were tested with a sample of 749 consumers. The results show that the media richness fit moderates the degree of the relationship between the individual/product characteristics and the consumer channel preference. Thus, depending on the level of the media richness fit, the level of confidence in the channel, the attitude towards the channel, the experience level with the channel, the perceived risk vis-à-vis the channel, the perceived product complexity, the perceived product intangibility, and the consumer's product involvement correlate differently with the consumer channel preference. Theoretical and managerial implications of the findings and avenues for future research are discussed.