Situational variables in online versus offline channel choice
作者：
Highlights：
• We model the interaction between channel choice and the purchase situation.
• We examine the moderating effect of product category.
• Channel choice is more affected by physical situational variables.
• The decision to purchase online is dependent on constraints in time availability.
• Social interaction has opposite effects for low/high involvement categories.
摘要
•We model the interaction between channel choice and the purchase situation.•We examine the moderating effect of product category.•Channel choice is more affected by physical situational variables.•The decision to purchase online is dependent on constraints in time availability.•Social interaction has opposite effects for low/high involvement categories.
论文关键词：Channel choice,Internet,Situational variables,Experimentation
论文评审过程：Received 7 March 2012, Revised 16 March 2013, Accepted 16 March 2013, Available online 6 April 2013.
论文官网地址：https://doi.org/10.1016/j.elerap.2013.03.004
