Earticle

초록

영어

This study examines consumers’ intention to undertake cross-channel free-riding behavior. Traditional way of shopping is recently changing due to the emergence of online shopping and mobile smart devices. Peoples shop across different channels and use information collected from these channels complementarily to make final decision. This study focuses on a specific type of the cross-channel free riding behavior where customers obtain product information through online sources, but make the actual purchase at competitor’s offline retail store. The objective of this study is to determine factors leading to cross-channel free-riding intention and to test the moderating effect of product categories through an empirical analysis. The main finding is that switching cost and retailer loyalty significantly influence the within-firm lock-in which in turn negatively effects cross-channel free riding intention. Even though this paper conducted a pilot test, it can give an important implication for both theorists and practitioners within the framework the multi- and cross-channel behavior

목차

Abstract
 1. Introduction
 2. Literature Review and Hypotheses
  2.1 Cross-channel free-riding
  2.2 Push-Pull-Mooring (PPM)
 3. Methodology
  3.1 Selecting the representative of product categories
  3.2 The measurement of variables
  3.3 The sample
 4. Analysis and Result
  4.1 Reliability and validity
  4.2 Hypotheses testing
  4.3 The moderating effect of product categories
 5. Conclusion and Future Study
  5.1 Major contribution and implication of the study.
  5.2 Limitation and future study
 Acknowledgments
 References

저자

• Eunhye Kim [ Ph.D. Student, KAIST, Dept. of Business and Technology Management, N22, KAIST ]
• Myeong-Cheol Park [ Professor, KAIST, Dept. of Business and Technology Management, N22, KAIST ]

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