The Effect of TV and Online Shopping Value on Online Patronage Intention in a Multi-channel Retail Context
With the proliferation of multi-channel retailing, developing a better understanding of the factors that affect customers- purchase behaviors within a multi-channel retail context has become an important topic for practitioners and academics. While many studies have investigated the various customer behaviors associated with brick-and-mortar retailing, online retailing, and brick-and-click retailing, little research has explored how customer shopping value perceptions influence online purchase behaviors within the TV-and-online retail environment. The main purpose of this study is to investigate the influence of TV and online shopping values on online patronage intention. Data collected from 116 respondents in Taiwan are tested against the research model using the partial least squares (PLS) approach. The results indicate that utilitarian and hedonic TV shopping values have indirect, positive influences on online patronage intention through their online counterparts in the TV-and-online retail context. The findings of this study provide several important theoretical and practical implications for multi-channel retailing.
[1] Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., and
Wood, S. Interactive home shopping, consumer, retailer and manufacturer
incentives to participate in electronic marketplaces. Journal of Marketing,
61, 3, 1997, 38-53.
[2] Babin, B.J. and Attaway, J.S. Atmospheric affect as a tool for creating
value and gaining share of customer. Journal of Business Research, 49, 2,
2000, 91-99.
[3] Babin, B.J. and Darden, W.R. Consumer self-regulation in a retail
environment. Journal of Retailing, 71, 1, 1995, 47-70.
[4] Babin, B.J., Darden, W.R., Griffin, M. Work and/or fun: measuring
hedonic and utilitarian shopping value. Journal of Consumer Research,
20, 4, 1994, 644-656.
[5] Babin, B.J., Lee, Y.-K., Kim, E.-J., Griffin, M. Modeling consumer
satisfaction and word-of-mouth: Restaurant patronage in Korea. Journal
of Services Marketing, 19, 3, 2005, 133-139.
[6] Balasubramanian, S., Raghunathan, R., Mahajan, V. Consumers in a
multichannel environment: Product utility, process utility, and channel
choice. Journal of Interactive Marketing, 19, 2, 2005, 12-30.
[7] Bohmstedt, G.W. Reliability and validity assessment in attitude
measurement. In: G.F. Summers, Editor. Attitude Measurement. Chicago:
Rand-McNally, 1970, 80-99.
[8] Cai, S. and Xu, Y. Effects of outcome, process and shopping enjoyment
on online consumer behaviour. Electronic Commerce Research and
Applications, 5, 4, 2006, 272-281.
[9] Carpenter, J.M. Consumer shopping value, satisfaction and loyalty in
discount retailing. Journal of Retailing and Consumer Services, 15, 5,
2008, 358-363.
[10] Carpenter, J.M. and Moore, M. Utilitarian and hedonic shopping value in
the US discount sector. Journal of Retailing and Consumer Services, 16,
1, 2009, 68-74.
[11] Chandon, P., Wansink, B., and Laurent, G. A benefit congruency
framework of sales promotion and effectiveness. Journal of Marketing,
64, 4, 2000, 65-81.
[12] Chen, Y.-C., Shang, R.-A., and Lin, A.-K. The intention to download
music files in a P2P environment: Consumption value, fashion, and
ethical decision perspectives. Electronic Commerce Research and
Applications, 7, 4, 2008, 411-422.
[13] Chin, W.W. Issues and opinion on structural equation modeling. MIS
Quarterly, 22, 1, 1998, 7-16.
[14] Chiou, J.-S. The antecedents of consumers- loyalty toward Internet
service providers. Information & Management, 41, 6, 2004, 685-695.
[15] DeLone, W.H. and McLean, E.R. The DeLone and McLean model of
information systems success: A ten-year update. Journal of Management
Information Systems, 19, 4, 2003, 9-30.
[16] DeLone, W.H. and McLean, E.R. Measuring e-commerce success:
Applying the DeLone & McLean information systems success model.
International Journal of Electronic Commerce, 9, 1, 2004, 31-47.
[17] Dholakia, R., Zhao, M., Dholakia, N. Multichannel retailing: A case study
of early experiences. Journal of Interactive Marketing, 19, 2, 2005, 63-74.
[18] Donovan, R.J. and Rossiter, J.R. Store atmosphere: an environmental
psychology approach. Journal of Retailing, 58, 1, 1982, 34-57.
[19] Fornell, C. and Larcker, D.F. Evaluating structural equation models with
unobservable variables and measurement error. Journal of Marketing
Research, 18, 1, 1981, 39-50.
[20] Gefen, D., Karahanna, E., and Straub, D.W. Trust and TAM in online
shopping: an integrated model. MIS Quarterly, 27, 1, 2003, 51-90.
[21] Grewal, D., Iyer, G.R., Krishnan, R., and Sharma, A. The Internet and the
price-value-loyalty chain. Journal of Business Research, 56, 5, 2003,
391-398.
[22] Griffin, M. Babin, B.J., and Modianos, D. Shopping values of Russian
consumers: the impact of habituation in a developing economy. Journal of
Retailing, 76, 1, 2000, 33-52.
[23] Gutiérrez, S.S.M., Izquierdo, C.C., and Cabezudo, R.S.J. Product and
channel-related risk and involvement in online contexts. Electronic
Commerce Research and Applications, in press.
[24] Holbrook, M.B. The nature of customer value: An axiology of service in
the consumption experience. In: Roland T. Rust and Richard L. Oliver,
editors. Service quality: New directions in theory and practice. Thousand
Oaks (CA): Sage Publications, 1994, 21-71.
[25] Holbrook, M.B. Introduction to consumer value. In: Holbrook Morris B,
editor. Consumer value: A framework for analysis and research. New
York: Routledge, 1999, 1-28.
[26] Holbrook, M.B. and Hirschman, E.C. The experiential aspects of
consumption: consumer fantasies, feelings, and fun. Journal of Consumer
Research, 9, 2, 1982, 132-140.
[27] Jarvenpaa, S.L. and Todd, P.A. Consumer reactions to electronic
shopping on the World Wide Web. International Journal of Electronic
Commerce, 1, 2, 1997, 59-88.
[28] Jones, M.A., Reynolds, K.E., and Arnold, M.J. Hedonic and utilitarian
shopping value: Investigating differential effects on retail outcomes.
Journal of Business Research, 59, 9, 2006, 974-981.
[29] Kim, Y.-K. Consumer value: An application to mall and Internet
shopping. International Journal of Retail & Distribution Management,
30, 12, 2002, 595-602.
[30] Klein, L.R. and Ford, G. T. Consumer search for information in the digital
age: An empirical study of prepurchase search for automobiles. Journal of
Interactive Marketing, 17, 3, 2003, 29-49.
[31] Koo, D.-M. The fundamental reasons of e-consumers- loyalty to an online
store. Electronic Commerce Research and Applications, 5, 2, 2006,
117-130.
[32] Lee, H.-H. and Kim, J. The effects of shopping orientations on
consumers- satisfaction with product search and purchases in a
multi-channel environment. Journal of Fashion Marketing and
Management, 12, 2, 2008, 193-216.
[33] Lin, H.-H. and Wang, Y.-S. An examination of the determinants of
customer loyalty in mobile commerce contexts. Information &
Management, 43, 3, 2006, 271-282.
[34] Market update.
http://www.tourism.australia.com/content/Market%20Updates/2009/
Quarterly_june_july_aug09/Taiwan.pdf, 2009.
[35] Mathwick, C., Malhotra, N., Rigdon, E. Experiential value:
Conceptualization, measurement and application in the catalog and
Internet shopping environment. Journal of Retailing, 77, 1, 2001, 39-56.
[36] Mathwick, C., Malhotra, N.K., Rigdon, E. The effect of dynamic retail
experiences on experiential perceptions of value: An Internet and catalog
comparison. Journal of Retailing, 78, 1, 2002, 51-60.
[37] Moon, J. and Kim, Y. Extending the TAM for a world-wide-web context.
Information & Management, 38, 4, 2001, 217-230.
[38] Neslin, S.A, Grewal, D., Leghorn, R., Shankar, V., Teerling, M.L.,
Thomas, J.S., and Verhoef, P.C. Challenges and opportunities in
multichannel customer management. Journal of Service Research, 9, 2,
2006, 95-112.
[39] Noble, S.M., Griffith, D.A., Weinberger, M.G. Consumer derived
utilitarian value and channel utilization in a multi-channel retail context.
Journal of Business Research, 58, 12, 2005, 1643-1651.
[40] Oliver, R.L. Measurement and evaluation of satisfaction process in retail
setting. Journal of Retailing, 57, 3, 1981, 25-48.
[41] Oliver, R.L. Satisfaction: A Behavioral Perspective on the Customer,
McGraw-Hill, New York, NY, 1996.
[42] Overby, J.W. and Lee, E.J. The effects of utilitarian and hedonic online
shopping value on consumer preference and intentions. Journal of
Business Research, 59, 10-11, 2006, 1160-1166.
[43] Patterson, P.G., & Spreng, R.A. Modeling the relationship between
perceived value, satisfaction and repurchase intentions in a
business-business, services context: an empirical examination.
International Journal of Service Industry Management, 8, 5, 1997,
414-434.
[44] Rangaswamy, A. and Van Bruggen, G.H. Opportunities and challenges in
multichannel marketing: An introduction to the special issue. Journal of
Interactive Marketing, 19, 2, 2005, 5-11.
[45] Sanchez-Franco, M.J. and Rondan-Catalu├▒a, F.J. Virtual travel
communities and customer loyalty: Customer purchase involvement and
web site design. Electronic Commerce Research and Applications, 9, 2,
2010, 171-182.
[46] Schröder, H. and Zaharia, S. Linking multi-channel customer behavior
with shopping motives: An empirical investigation of a German retailer.
Journal of Retailing and Consumer Service, 15, 6, 2008, 452-468.
[47] Sicilia, M. and Ruiz, S. The effects of the amount of information on
cognitive responses in online purchasing tasks. Electronic Commerce
Research and Applications, 9, 2, 2010, 183-191.
[48] Sweeney, J.C. and Soutar, G.N. Consumer perceived value: The
development of a multiple item scale. Journal of Retailing, 77, 2, 2001,
203-220.
[49] Teo, T.S.H. Deomographic and motivation variables associated Internet
usage activities. Internet Research: Electronic Networking Applications
and Policy, 11, 2, 2001, 125-137.
[50] To, P.-L., Liao, C., and Lin, T.-H. Shopping motivations on Internet: A
study based on utilitarian and hedonic value. Technovation, 27, 12, 2007,
774-787.
[51] Van Baal, S. and Dach, C. Free riding and customer retention across
retailers- channels. Journal of Interactive Marketing, 19, 2, 2005, 75-85.
[52] Venkatesh, V. and Davis, F.D. A model of the antecedents of perceived
ease of use: Development and test. Decision Sciences, 27, 3, 1996,
451-481.
[53] Venkatesh, V. and Davis, F.D. A theoretical extension of the technology
acceptance model: four longitudinal field studies. Management Science,
46, 2, 2000, 186-204.
[54] Venkatesh, V., Morris, M.G., Davis, G.B., and Davis, F.D. User
acceptance of information technology: Toward a unified view. MIS
Quarterly, 27, 3, 2003, 425-478.
[55] Verhagen, T. and van Dolen, W. Online purchase intentions: A
multi-channel store image perspective. Information & Management, 46, 2,
2009, 77-82.
[56] Wakefield, K.L. and Barnes, J.H. Retailing hedonic consumption: a
model of sales promotion of a leisure service. Journal of Retailing, 72, 4,
1996, 409-427.
[57] Wang, Y.-S. Assessing e-commerce systems success: A respecification
and validation of the DeLone and McLean model of IS success.
Information Systems Journal, 18, 5, 2008, 529-557.
[58] Woodruff, R.B. Customer value: the next source for competitive
advantage. Journal of the Academy of Marketing Science, 25, 2, 1997,
139-153.
[59] Zeithaml, V.A. Consumer perceptions of price, quality, and value: a
means-end model and synthesis of evidence. Journal of Marketing, 52, 3,
1988, 2-22.
[1] Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., and
Wood, S. Interactive home shopping, consumer, retailer and manufacturer
incentives to participate in electronic marketplaces. Journal of Marketing,
61, 3, 1997, 38-53.
[2] Babin, B.J. and Attaway, J.S. Atmospheric affect as a tool for creating
value and gaining share of customer. Journal of Business Research, 49, 2,
2000, 91-99.
[3] Babin, B.J. and Darden, W.R. Consumer self-regulation in a retail
environment. Journal of Retailing, 71, 1, 1995, 47-70.
[4] Babin, B.J., Darden, W.R., Griffin, M. Work and/or fun: measuring
hedonic and utilitarian shopping value. Journal of Consumer Research,
20, 4, 1994, 644-656.
[5] Babin, B.J., Lee, Y.-K., Kim, E.-J., Griffin, M. Modeling consumer
satisfaction and word-of-mouth: Restaurant patronage in Korea. Journal
of Services Marketing, 19, 3, 2005, 133-139.
[6] Balasubramanian, S., Raghunathan, R., Mahajan, V. Consumers in a
multichannel environment: Product utility, process utility, and channel
choice. Journal of Interactive Marketing, 19, 2, 2005, 12-30.
[7] Bohmstedt, G.W. Reliability and validity assessment in attitude
measurement. In: G.F. Summers, Editor. Attitude Measurement. Chicago:
Rand-McNally, 1970, 80-99.
[8] Cai, S. and Xu, Y. Effects of outcome, process and shopping enjoyment
on online consumer behaviour. Electronic Commerce Research and
Applications, 5, 4, 2006, 272-281.
[9] Carpenter, J.M. Consumer shopping value, satisfaction and loyalty in
discount retailing. Journal of Retailing and Consumer Services, 15, 5,
2008, 358-363.
[10] Carpenter, J.M. and Moore, M. Utilitarian and hedonic shopping value in
the US discount sector. Journal of Retailing and Consumer Services, 16,
1, 2009, 68-74.
[11] Chandon, P., Wansink, B., and Laurent, G. A benefit congruency
framework of sales promotion and effectiveness. Journal of Marketing,
64, 4, 2000, 65-81.
[12] Chen, Y.-C., Shang, R.-A., and Lin, A.-K. The intention to download
music files in a P2P environment: Consumption value, fashion, and
ethical decision perspectives. Electronic Commerce Research and
Applications, 7, 4, 2008, 411-422.
[13] Chin, W.W. Issues and opinion on structural equation modeling. MIS
Quarterly, 22, 1, 1998, 7-16.
[14] Chiou, J.-S. The antecedents of consumers- loyalty toward Internet
service providers. Information & Management, 41, 6, 2004, 685-695.
[15] DeLone, W.H. and McLean, E.R. The DeLone and McLean model of
information systems success: A ten-year update. Journal of Management
Information Systems, 19, 4, 2003, 9-30.
[16] DeLone, W.H. and McLean, E.R. Measuring e-commerce success:
Applying the DeLone & McLean information systems success model.
International Journal of Electronic Commerce, 9, 1, 2004, 31-47.
[17] Dholakia, R., Zhao, M., Dholakia, N. Multichannel retailing: A case study
of early experiences. Journal of Interactive Marketing, 19, 2, 2005, 63-74.
[18] Donovan, R.J. and Rossiter, J.R. Store atmosphere: an environmental
psychology approach. Journal of Retailing, 58, 1, 1982, 34-57.
[19] Fornell, C. and Larcker, D.F. Evaluating structural equation models with
unobservable variables and measurement error. Journal of Marketing
Research, 18, 1, 1981, 39-50.
[20] Gefen, D., Karahanna, E., and Straub, D.W. Trust and TAM in online
shopping: an integrated model. MIS Quarterly, 27, 1, 2003, 51-90.
[21] Grewal, D., Iyer, G.R., Krishnan, R., and Sharma, A. The Internet and the
price-value-loyalty chain. Journal of Business Research, 56, 5, 2003,
391-398.
[22] Griffin, M. Babin, B.J., and Modianos, D. Shopping values of Russian
consumers: the impact of habituation in a developing economy. Journal of
Retailing, 76, 1, 2000, 33-52.
[23] Gutiérrez, S.S.M., Izquierdo, C.C., and Cabezudo, R.S.J. Product and
channel-related risk and involvement in online contexts. Electronic
Commerce Research and Applications, in press.
[24] Holbrook, M.B. The nature of customer value: An axiology of service in
the consumption experience. In: Roland T. Rust and Richard L. Oliver,
editors. Service quality: New directions in theory and practice. Thousand
Oaks (CA): Sage Publications, 1994, 21-71.
[25] Holbrook, M.B. Introduction to consumer value. In: Holbrook Morris B,
editor. Consumer value: A framework for analysis and research. New
York: Routledge, 1999, 1-28.
[26] Holbrook, M.B. and Hirschman, E.C. The experiential aspects of
consumption: consumer fantasies, feelings, and fun. Journal of Consumer
Research, 9, 2, 1982, 132-140.
[27] Jarvenpaa, S.L. and Todd, P.A. Consumer reactions to electronic
shopping on the World Wide Web. International Journal of Electronic
Commerce, 1, 2, 1997, 59-88.
[28] Jones, M.A., Reynolds, K.E., and Arnold, M.J. Hedonic and utilitarian
shopping value: Investigating differential effects on retail outcomes.
Journal of Business Research, 59, 9, 2006, 974-981.
[29] Kim, Y.-K. Consumer value: An application to mall and Internet
shopping. International Journal of Retail & Distribution Management,
30, 12, 2002, 595-602.
[30] Klein, L.R. and Ford, G. T. Consumer search for information in the digital
age: An empirical study of prepurchase search for automobiles. Journal of
Interactive Marketing, 17, 3, 2003, 29-49.
[31] Koo, D.-M. The fundamental reasons of e-consumers- loyalty to an online
store. Electronic Commerce Research and Applications, 5, 2, 2006,
117-130.
[32] Lee, H.-H. and Kim, J. The effects of shopping orientations on
consumers- satisfaction with product search and purchases in a
multi-channel environment. Journal of Fashion Marketing and
Management, 12, 2, 2008, 193-216.
[33] Lin, H.-H. and Wang, Y.-S. An examination of the determinants of
customer loyalty in mobile commerce contexts. Information &
Management, 43, 3, 2006, 271-282.
[34] Market update.
http://www.tourism.australia.com/content/Market%20Updates/2009/
Quarterly_june_july_aug09/Taiwan.pdf, 2009.
[35] Mathwick, C., Malhotra, N., Rigdon, E. Experiential value:
Conceptualization, measurement and application in the catalog and
Internet shopping environment. Journal of Retailing, 77, 1, 2001, 39-56.
[36] Mathwick, C., Malhotra, N.K., Rigdon, E. The effect of dynamic retail
experiences on experiential perceptions of value: An Internet and catalog
comparison. Journal of Retailing, 78, 1, 2002, 51-60.
[37] Moon, J. and Kim, Y. Extending the TAM for a world-wide-web context.
Information & Management, 38, 4, 2001, 217-230.
[38] Neslin, S.A, Grewal, D., Leghorn, R., Shankar, V., Teerling, M.L.,
Thomas, J.S., and Verhoef, P.C. Challenges and opportunities in
multichannel customer management. Journal of Service Research, 9, 2,
2006, 95-112.
[39] Noble, S.M., Griffith, D.A., Weinberger, M.G. Consumer derived
utilitarian value and channel utilization in a multi-channel retail context.
Journal of Business Research, 58, 12, 2005, 1643-1651.
[40] Oliver, R.L. Measurement and evaluation of satisfaction process in retail
setting. Journal of Retailing, 57, 3, 1981, 25-48.
[41] Oliver, R.L. Satisfaction: A Behavioral Perspective on the Customer,
McGraw-Hill, New York, NY, 1996.
[42] Overby, J.W. and Lee, E.J. The effects of utilitarian and hedonic online
shopping value on consumer preference and intentions. Journal of
Business Research, 59, 10-11, 2006, 1160-1166.
[43] Patterson, P.G., & Spreng, R.A. Modeling the relationship between
perceived value, satisfaction and repurchase intentions in a
business-business, services context: an empirical examination.
International Journal of Service Industry Management, 8, 5, 1997,
414-434.
[44] Rangaswamy, A. and Van Bruggen, G.H. Opportunities and challenges in
multichannel marketing: An introduction to the special issue. Journal of
Interactive Marketing, 19, 2, 2005, 5-11.
[45] Sanchez-Franco, M.J. and Rondan-Catalu├▒a, F.J. Virtual travel
communities and customer loyalty: Customer purchase involvement and
web site design. Electronic Commerce Research and Applications, 9, 2,
2010, 171-182.
[46] Schröder, H. and Zaharia, S. Linking multi-channel customer behavior
with shopping motives: An empirical investigation of a German retailer.
Journal of Retailing and Consumer Service, 15, 6, 2008, 452-468.
[47] Sicilia, M. and Ruiz, S. The effects of the amount of information on
cognitive responses in online purchasing tasks. Electronic Commerce
Research and Applications, 9, 2, 2010, 183-191.
[48] Sweeney, J.C. and Soutar, G.N. Consumer perceived value: The
development of a multiple item scale. Journal of Retailing, 77, 2, 2001,
203-220.
[49] Teo, T.S.H. Deomographic and motivation variables associated Internet
usage activities. Internet Research: Electronic Networking Applications
and Policy, 11, 2, 2001, 125-137.
[50] To, P.-L., Liao, C., and Lin, T.-H. Shopping motivations on Internet: A
study based on utilitarian and hedonic value. Technovation, 27, 12, 2007,
774-787.
[51] Van Baal, S. and Dach, C. Free riding and customer retention across
retailers- channels. Journal of Interactive Marketing, 19, 2, 2005, 75-85.
[52] Venkatesh, V. and Davis, F.D. A model of the antecedents of perceived
ease of use: Development and test. Decision Sciences, 27, 3, 1996,
451-481.
[53] Venkatesh, V. and Davis, F.D. A theoretical extension of the technology
acceptance model: four longitudinal field studies. Management Science,
46, 2, 2000, 186-204.
[54] Venkatesh, V., Morris, M.G., Davis, G.B., and Davis, F.D. User
acceptance of information technology: Toward a unified view. MIS
Quarterly, 27, 3, 2003, 425-478.
[55] Verhagen, T. and van Dolen, W. Online purchase intentions: A
multi-channel store image perspective. Information & Management, 46, 2,
2009, 77-82.
[56] Wakefield, K.L. and Barnes, J.H. Retailing hedonic consumption: a
model of sales promotion of a leisure service. Journal of Retailing, 72, 4,
1996, 409-427.
[57] Wang, Y.-S. Assessing e-commerce systems success: A respecification
and validation of the DeLone and McLean model of IS success.
Information Systems Journal, 18, 5, 2008, 529-557.
[58] Woodruff, R.B. Customer value: the next source for competitive
advantage. Journal of the Academy of Marketing Science, 25, 2, 1997,
139-153.
[59] Zeithaml, V.A. Consumer perceptions of price, quality, and value: a
means-end model and synthesis of evidence. Journal of Marketing, 52, 3,
1988, 2-22.
@article{"International Journal of Business, Human and Social Sciences:49967", author = "Hsin-Hui Lin", title = "The Effect of TV and Online Shopping Value on Online Patronage Intention in a Multi-channel Retail Context", abstract = "With the proliferation of multi-channel retailing, developing a better understanding of the factors that affect customers- purchase behaviors within a multi-channel retail context has become an important topic for practitioners and academics. While many studies have investigated the various customer behaviors associated with brick-and-mortar retailing, online retailing, and brick-and-click retailing, little research has explored how customer shopping value perceptions influence online purchase behaviors within the TV-and-online retail environment. The main purpose of this study is to investigate the influence of TV and online shopping values on online patronage intention. Data collected from 116 respondents in Taiwan are tested against the research model using the partial least squares (PLS) approach. The results indicate that utilitarian and hedonic TV shopping values have indirect, positive influences on online patronage intention through their online counterparts in the TV-and-online retail context. The findings of this study provide several important theoretical and practical implications for multi-channel retailing.
", keywords = "Multi-channel retailing, utilitarian shopping value, hedonic shopping value, online purchase", volume = "4", number = "7", pages = "1545-7", }
