The Relative Advantage of Electronic Channels: A Multidimensional View
Authors: Choudhury, Vivek; Karahanna, Elena
Journal: MIS Quarterly (2008)
DOI: 10.2307/25148833
The Internet has the potential to fundamentally change the structure of marketing channels, but only if consumers choose to adopt electronic channels. Thus, this paper aims to develop a more nuanced understanding of consumer channel choices. Specifically, it contends that it is important to examine consumers' intent to adopt electronic channels, not as a monolithic decision, but as a choice they make at each of four stages in the purchase process: requirements determination, vendor selection, purchase, and after-sales service. Innovation diffusion theory suggests that consumers make adoption decisions based on their perceptions of the relative advantage of the innovation. The relative advantage of electronic channels is conceptualized as a multidimensional construct involving a cumulative assessment of the perceived relative merits of channels on three dimensions: convenience, trust, and efficacy of information acquisition. Combining the multidimensional nature of relative advantage with the multistage purchase process, the central assertion, and intended contribution, of this paper is to show that the relative advantage of electronic channels, and the influence of each dimension…