Consumers channel choice behavior in multi-channel environments: what are the influences on consumers to choose the online distribution channels over other alternative offline channels

This paper aims to examine the influences on the consumers to choose the online shopping channels, or to avoid using them, when alternative channels are available. This is an exploratory research conducted in the UK using a quantitative approach in collecting data. The primary data of this research have been collected through the use of questionnaires that have been completed by 106 internet users where almost all of these participants have done an online purchase before. The results of this research have determined several influences on consumers to use the online shopping channels and other influences to avoid using the online shopping channels. In addition, this research identifies the consumers’ uses of the online shopping channels, and how does these uses affect their intention to purchase through the online shopping channels.