earticle

영어

This study examines consumers’ intention to undertake cross-channel free-riding behavior. Traditional way of shopping is recently changing due to the emergence of online shopping and mobile smart devices. Peoples shop across different channels and use information collected from these channels complementarily to make final decision. This study focuses on a specific type of the cross-channel free riding behavior where customers obtain product information through online sources, but make the actual purchase at competitor’s offline retail store. The objective of this study is to determine factors leading to cross-channel free-riding intention and to test the moderating effect of product categories through an empirical analysis. The main finding is that switching cost and retailer loyalty significantly influence the within-firm lock-in which in turn negatively effects cross-channel free riding intention. Even though this paper conducted a pilot test, it can give an important implication for both theorists and practitioners within the framework the multi- and cross-channel behavior