Consumer decision-making across modern and traditional channels: E-commerce, m-commerce, in-store

Moutusy Maity, Mayukh Dass

Research output: Contribution to journalArticlepeer-review

107 Scopus citations

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.

Original languageEnglish
Pages (from-to)34-46
Number of pages13
JournalDecision Support Systems
Volume61
Issue number1
DOIs
StatePublished - May 2014

Keywords

  • Channel choice
  • Cognitive cost
  • Consumer decision-making
  • E-commerce
  • M-commerce
  • Media richness
  • Product type

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