A Comparison of the Antecedents of Offline, Online, and Mobile Channel Usage

Little is known about the perception of mobile channel attributes. In this study, a comparison of channel attributes among the online, mobile, and offline channel is conducted. Channel attributes comprise the consumers’ perception of assortment quality, service quality, product price, effort, and risk across channels. Furthermore, this research controls for different product categories (search vs. experience goods). The authors find significant differences across channels with regard to the examined attributes. Products categories only reveal a significant difference across channels with regard to effort. All channel attributes prove to significantly impact consumers’ buying intention. The study provides important implications about how the different attributes should be treated across channels.