Authors: Yuangao Chen; Shuo Wang
Addresses: School of Information, Zhejiang University of Finance and Economics, No. 18 Xueyuan Street, Hangzhou, 310018, Zhejiang, China ' School of Information, Zhejiang University of Finance and Economics, No. 18 Xueyuan Street, Hangzhou, 310018, Zhejiang, China
Abstract: Consumers nowadays are faced with the dilemma of choosing a purchasing channel amongst offline traditional channel, online internet channel and cross-channel. This study indicates four major factors that influence consumer's channel choices, including perceived risk, information availability, service quality experience and delivery service. A channel choice model based on the fuzzy TOPSIS method is presented. Furthermore, a case study of book retailing is provided to verify the model. Results prove the feasibility and practicality of this method and reveal that the cross-channel strategy is the optimal policy in purchasing channel design. Finally, conclusions and management implications for a channel design are presented, along with possible directions for further research.
Keywords: purchasing channel; online; offline; cross-channel; fuzzy TOPSIS.
International Journal of Services Technology and Management, 2017 Vol.23 No.3, pp.237 - 253
Received: 08 Jan 2016
Accepted: 04 Jul 2016
Published online: 20 Jul 2017 *