Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/327444 
Year of Publication: 
2024
Citation: 
[Journal:] Journal of Innovation & Knowledge (JIK) [ISSN:] 2444-569X [Volume:] 9 [Issue:] 3 [Article No.:] 100541 [Year:] 2024 [Pages:] 1-17
Publisher: 
Elsevier, Amsterdam
Abstract: 
Official online stores and online marketplaces present distinct challenges and opportunities for retail brands, impacting their control over the customer experience, pricing, and brand presentation. Understanding consumer intentions in online channel selection is crucial, especially given the rise of online shopping and the impact of the COVID-19 pandemic on consumer behavior. This study explores the factors influencing channel selection intention within official online stores and online marketplaces, focusing on customers who have purchased Apple electronics. A quantitative questionnaire facilitated data collection, resulting in responses from 490 individuals and 606 samples. Those who shopped through both channels were requested to complete the questionnaire twice. The respondents were divided into two groups based on their purchasing experience, and structural equation modeling was employed for hypothesis testing. In official online stores, cross-channel searching negatively impacts channel selection intention, whereas brand loyalty and channel pricing advantage have positive effects. In contrast, no significant relationships between these variables were observed in online marketplaces. Channel satisfaction was found to positively influence channel selection intention across official online stores and online marketplaces, while perceived risk demonstrated a negative impact. Based on these findings, several recommendations are proposed to aid in developing effective sales channel strategies.
Subjects: 
Official online store
Online marketplace
Channel selection intention
Brand loyalty
Cross-channel searching
Channel price advantage
Channel satisfaction
Perceived risk
JEL: 
M30
M39
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Article

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