Beyond Trial: Consumer Assimilation of Electronic Channels
Document Type
Article
Publication Date
1-1-2008
Abstract
This paper explores the assimilation of electronic channels into consumers' routines. It proposes that consumer learning orientation for the product/service and the efficiency realized from channel use are essential determinants of post-trial assimilation and that assimilation reduces information ambiguity and improves consumers' sense of identity with the firm.These relationships are tested using data from a survey of online banking customers. The study reveals that consumer efficiency and learning orientation influence assimilation more strongly than some other determinants of consumer trial and that assimilation improves consumers' understanding of the service and facilitates a greater sense of identity with the firm.Theoretical implications are discussed and suggestions are presented on how managers can increase the rate of customer electronic channel assimilation and how to take strategic advantage of this.
DOI
10.1002/dir.20112
MSU Digital Commons Citation
Johnson, Devon, "Beyond Trial: Consumer Assimilation of Electronic Channels" (2008). Department of Marketing Faculty Scholarship and Creative Works. 156.
https://digitalcommons.montclair.edu/marketing-facpubs/156