determining channel choice and usage intention in a B2C multi-channel environment

فهرست مطالب

 

1          CHAPTER 1: INTRODUCTION     8

1.1       Research problem statement     8

1.2       Objective and research questions         11

1.3       Significance of the study  11

1.4       Delimitation and key assumptions of the study        12

1.5       Chapter Summary 12

2          CHAPTER 2: LITERATURE REVIEW        14

2.1       Introduction 14

2.2       Multi-channel customer management:           15

2.3       Opportunities of multi-channel shopping       16

2.4       Challenges of multichannel shopping  18

2.5       Multi-channel shopping versus single-channel shopping   21

2.6       Multi-channel Integration and channel conflicts      23

2.7       Internet versus store         25

2.8       Customer channel choice 30

2.9       Chapter Summery 38

3          CHAPTER 3: Theoretical framework and hypotheses        39

3.1       Introduction 39

3.2       The related model of the customer channel choice 40

3.3       Research conceptual model        45

3.4       Hypothesis   48

3.5       Chapter Summary 58

4          CHAPTER 4: RESEARCH METHODOLOGY       59

4.1       Introduction 59

4.2       Research Design     59

4.3       Questionnaire development       60

4.4       Operationalization of the variables      60

4.5       Sampling and Data Collection     65

4.6       Data preparation   65

4.7       Explanatory factor analysis         66

4.8       Validity and Reliability      66

4.9       Large-scale Instrument Assessment Methodology  66

4.10     Structural Equation Modeling Methodology  67

4.11     Chapter Summary 69

5          CHAPTER 5: DATA ANALYSIS AND RESULTS  70

5.1       Introduction 70

5.2       Pretest of the Survey Instrument          70

5.3       Data collection        70

5.4       Respondent Characteristics        70

5.5       The results of exploratory factor analysis       73

5.6       Descriptive analysis of measurement scales  80

5.7       Validity and reliability of Measurement Scales          82

5.8       Measurement model        88

5.9       Testing the hypothesized model            88

5.10     Discussion of Hypotheses Testing Results       102

5.11     Chapter summary  103

6          CHAPTER 6: Discussion and Implication         104

6.1       Introduction 104

6.2       General Findings and Discussion           104

6.3       Findings and Discussion of Research Questions        105

6.4       Managerial Implications of the Research Findings   109

6.5       Limitations and Future Research           110

6.6       Chapter Summary 111

Conclusion   113

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