Title: Consumer acceptance of the Internet as a channel of distribution
Authors: Van den Poel, D ×
Leunis, Joseph #
Issue Date: 1999
Series Title: Journal of Business Research vol:45 issue:3 pages:249-256
Abstract: In a study, the viability of the World Wide Web as a channel of distribution is investigated. Two research questions are studied: 1. the comparison of 2 non-store retailing channels with 2 store channels and the importance of risk relievers for each store type, and 2. consumer reaction when channel functions are transferred to the Internet. Respondents were asked to ignore security considerations in their evaluations of the Internet offers. Results indicate that World Wide Web offers with a mix of risk relievers are evaluated favorably and can even challenge specialty store alternatives. The results also confirm earlier findings that money-back guarantee is the most important risk reliever, followed by offering a well-known brand and a price reduction. As part of the 2nd research question, different levels of channel functions performed by the Internet are evaluated. The findings of this study reveal that the Internet as a reservation medium is already highly accepted
ISSN: 0148-2963
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven
× corresponding author
# (joint) last author

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