Examining product and process effects on consumer preferences for online and offline channels
Abstract
Purpose
This paper seeks to incorporate theories from commodity studies, functional studies, institutional studies, and transaction cost economics, to integrate product and process approaches and simultaneously examine the effects of product and process on consumer preferences for online and offline channels.
Design/methodology/approach
The study took a systemic approach. It reviewed the existing literature, proposed a theoretical framework, designed and administrated a measurement instrument, analyzed survey results, and provided implications and conclusions.
Findings
In addition to the type of product, the type of transaction process has a significant impact on consumer preferences for online and offline channels.
Research limitations/implications
The sample representation was limited to college students. The analysis also assumed the independency of repeated measures on the subjects.
Practical implications
This paper will facilitate managers in designing and choosing transaction channels based on product type and process function type.
Originality/value
This is the first study which examines the impact of both factors – transaction product and transaction process – on channel preference. The transaction process is systemically defined into four sub‐functions and measured accordingly. An instrument is developed and administer to measure consumer preferences for online and offline channels in response to different types of products and different types of process functions. It is the first instrument of this kind.
Keywords
Citation
Zhang, A. (2008), "Examining product and process effects on consumer preferences for online and offline channels", Business Process Management Journal, Vol. 14 No. 1, pp. 85-95. https://doi.org/10.1108/14637150810849427
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited