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EMAC 2024 Annual


Understanding differences between purchase channels in emerging markets. A cross-country study
(A2024-119491)

Published: May 28, 2024

AUTHORS

Karla Barajas-Portas, Universidad Anáhuac México; Leslier Valenzuela-Fernández, Universidad de Chile; Enrique Marinao-Artigas, Universidad de Santiago de Chile

ABSTRACT

This paper aims to explore differences in perceived value, satisfaction, and trust as predictors of purchase intention between three shopping channels: store, digital, and mobile. The questionnaire was applied to buyers of products using multi-channels in Mexico City and Santiago de Chile. The empirical study confirms the predictive role of the three selected drivers of purchase intention. Satisfaction with the shopping channel, perceived value, and trust explain the purchase intention with different impacts between the three shopping channels. The tested model allows us to explain trust slightly better in the case of e-shopping; purchase intention is best explained in m-shopping, and satisfaction is best explained in the physical channel. Satisfaction has always been considered an important predictor of purchase intention. The model confirms this for the physical channel, while perceived value and trust are more important for digital channels. This paper contributes to e-business, providing valuable managerial insights for marketing practitioners. The main contribution is the contrast of the 3-channel models currently used in parallel.