Online-mobile service cross-channel cognitive evaluations in a multichannel context

Artikel

Since the advent of mobile commerce, many firms have added a mobile (m-) service to their existing offline and online services. The adoption of an m-service in a multichannel context is not only influenced by factors directly associated with the m-service, but also by cross-channel cognitive evaluations emanating from other existing channels. These cross-channel evaluations can lead to evaluative synergies and dissynergies that can influence consumer decision-making. To explore empirically the impact of cross-channel synergies and dissynergies between the online service and the m-service offered by the same firm, against the background of expectation-transfer theory and status-quo-bias theory, data were collected from 666 online-service users. Consistent with expectation-transfer theory and status-quo-bias theory, the results of the study demonstrated that cross-channel evaluative synergies and dissynergies do indeed impact salient m-service beliefs. The results suggest that managers can leverage the cross-channel synergies emanating from online trust and ease-of-use beliefs to enhance the adoption of the m-service. The results also suggest that, to enhance wider adoption, the marketing managers of m-services need to mitigate the status-quo-bias effects emanating from online-service facilitating conditions, and lower online-service risk perceptions.

Object Details

• Language: Englisch

References and Relationships

• Bibliographic citation: Journal: South African Journal of Business Management ; ISSN: 2078-5976 ; Volume: 46 ; Year: 2015 ; Issue: 3 ; Pages: 67-78 ; Cape Town: African Online Scientific Information Systems (AOSIS)

Classification and Topics

• Classification: Management

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Nel, J. ; Boshoff, C.
• Event: Veröffentlichung
• (who): African Online Scientific Information Systems (AOSIS)
• (where): Cape Town
• (when): 2015

Further information

• DOI: doi:10.4102/sajbm.v46i3.102
• Handle: http://hdl.handle.net/10419/218584
• Last update: 10.03.2025, 11:44 AM CET