Channel Preferences in the High-Value Electronic Device Purchase Decision Process Regarding the Purchase Attitude among Domestic Buyers

Customer experience is influenced by the total purchasing decision process starting at need recognition and ending post-purchasing stage. The IT development of retail industry provides an opportunity same time forces retailers to implement multi-channel strategies give their consumers use channels that best suit needs a given for enhanced shopping experience. purpose study was examine how Hungarian respondents’ attitude influences channel usage preference (instore, online big- small screen) different stages customer journey when high-value electronic devices. For this purpose, paper first identified homogenous respondent groups based on factors, then explored differences in patterns separated attitude. measured using Likert scale 7 priori dimensions including physical touch, impulsiveness, innovativeness, price brand consciousness, convenience, research analyses collected data quantitative survey 415 domestic respondents. examined sample showed web-rooming behavior pattern homogeneous attitudes our respondents differed significantly preferences.