A Study On The Comparison Of Customer Perceived Value In Physical Channel With That In Online Channel And Its Impact On Channel Choice

With the rising of online shopping, consumers have purchased through single tomultiple-channels. However, most research on customer perceived value onlyconsiders singular shopping channel, rarely explored are the comparisons of thecustomer perceived value in the physical channel with that in the online channel, aswell as the impact of customer perceived value on customers’ channel choicedecisions. Through finishing past literature, this paper divides customer perceivedvalue into perceived functional value and perceived situational value, and then getfour dimensions of perceived functional value: quality judgment, price savings, timesavings and the range of choice, and three dimensions of perceived situational value:experience, personnel service and social evaluation. This paper also conducted anempirical survey to understand the differences in customer perceived value pertainingto the physical channel and the online channel, and their relations with channel choice,and interference effects of product involvement and shopping orientation.This paper took customer perceived value pertaining to the physical channel andthe online channel as the object of study, and used questionnaire as survey instrumentto conduct our empirical study, and SPSS18.0was applied to analyze the sample data,through empirical studies, this paper have drawn the following conclusions: forfunctional value, consumers perceived quality judgment has more value in thephysical channel than in the online channel. On the other hand, price savings, timesavings and the range of choice have more value in the online channel than in thephysical channel; for situational value, consumers perceived experience and socialevaluation have more value in the physical channel than in the online channel. On theother hand, personnel service has more value in the online channel than in thephysical channel; for high involvement products, consumers perceived qualityjudgment has more value in the physical channel than in the online channel, on theother hand, price savings, time savings and the range of choice have more value in theonline channel than in the physical channel, for low involvement products, pricesavings and the range of choice have more value in the online channel than in thephysical channel, but there is no significant difference in the quality judgment andtime savings pertaining to the physical channel and the online channel; for highshopping orientation, consumers perceived experience and social evaluation havemore value in the physical channel than in the online channel, on the other hand, personnel service has more value in the online channel than in the physical channel,for low shopping orientation, consumers perceived social evaluation has more valuein the physical channel than in the online channel, personnel service has more value inthe online channel than in the physical channel, but there is no significant differencein the experience pertaining to the physical channel and the online channel; for thequality judgment of functional value, consumers tend to choose physical channel, onthe other hand, for the price savings and the range of choice of functional value,consumers tend to choose online channel; for the experience and social evaluation ofsituational value, consumers tend to choose physical channel, on the other hand, forthe personnel service of situational value, consumers tend to choose online channel.Finally, according to the conclusions of this paper, it provides the managementproposals for the enterprise, the enterprise should provide more value to consumersand understand the differences in customer perceived value pertaining to the physicalchannel and the online channel, and thus develop appropriate policy to obtain morecompetitive advantage, and proposes study limitations and future research directions.