• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文会议>International Conference on E-Commerce and Web Technologies(EC-Web 2007); 20070903-07; Regensburg(DE) >Examining the Relationship Between Individual Characteristics, Product Characteristics, and Media Richness Fit on Consumer Channel Preference
【24h】

Examining the Relationship Between Individual Characteristics, Product Characteristics, and Media Richness Fit on Consumer Channel Preference

机译：检查个人特征，产品特征和媒体丰富度之间的关系，以适应消费者渠道偏好

获取原文
获取原文并翻译 | 示例
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

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-a-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.
机译：这项研究考察了个人特征，产品特征和媒体丰富度之间的关系，以解释消费者的渠道偏好。根据先前的研究，对749个消费者的样本进行了假设检验。结果表明，媒体丰富度适合度降低了个人/产品特征与消费者渠道偏好之间的关系程度。因此，取决于媒体丰富度的适合程度，对渠道的信心程度，对渠道的态度，对渠道的体验水平，相对于渠道的感知风险，感知的产品复杂性，感知的产品无形性以及消费者对产品的参与程度与消费者渠道偏好的相关性不同。讨论了研究结果和途径对未来研究的理论和管理意义。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号