A Conceptual Model of Multichannel Choice Behavior: Measuring Customer Experience and Customer Value Perceptions

This study presents a conceptual framework to understand how consumers evaluate channels for their purchasing. Specifically, it develops a conceptual model that addresses consumer value perceptions of using the multichannel. Drawing on interviews with customer experience and customer value, we indicate that the following factors influence channel choice: service needs, availability of information, usability/convenience, perceived control/self-affirmation, perceived risk, and individual characteristic. We develop a channel choice conceptual model to gain a better understanding of channel choice that shows the relationships between the antecedents and mediators of customer experience, perceived value and channel choice intentions.