infonet-economy

Previous research has not yet discovered the value that consumers associate with a particular channel choice. Moreover, the effect of personal traits on consumers' value attribution has not been examined in the multichannel literature. In our paper we address this research gap by studying the influence of a chosen search channel (online vs. offline) on a consumer's value attributed to using this channel for later purchase. We introduce the construct channel willingness to pay (CWTP) as a measurement of a consumer's valuation of a specific buying channel.This term expresses the amount a consumer is willing to pay in order to change the chosen buying channel.