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- W2034966429 abstract "This study investigates the effect of media richness on consumer decision-making and channel choice, and grounds the investigation in media richness theory, task-media fit hypotheses and cognitive cost (behavioral decision theory). Findings from three experiments provide evidence that consumers prefer channels with medium (e.g., e-commerce) and high (e.g., in-store) media richness for carrying out complex decision-making tasks. Findings reveal that consumers are likely to undertake simple decision-making tasks on channels that incorporate low (e.g., m-commerce) levels of media richness. Findings also demonstrate that product type moderates the effect of media richness on perceived channel-task fit, post-purchase evaluation, and channel choice. These insights should prove helpful to managers in managing content across different channels." @default.
- W2034966429 created "2016-06-24" @default.
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- W2034966429 date "2014-05-01" @default.
- W2034966429 modified "2023-10-13" @default.
- W2034966429 title "Consumer decision-making across modern and traditional channels: E-commerce, m-commerce, in-store" @default.
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- W2034966429 doi "https://doi.org/10.1016/j.dss.2014.01.008" @default.
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