Official online stores and online marketplaces present distinct challenges and opportunities for retail brands, impacting their control over the customer experience, pricing, and brand presentation. Understanding consumer intentions in online channel selection is crucial, especially given the rise of online shopping and the impact of the COVID-19 pandemic on consumer behavior. This study explores the factors influencing channel selection intention within official online stores and online marketplaces, focusing on customers who have purchased Apple electronics. A quantitative questionnaire facilitated data collection, resulting in responses from 490 individuals and 606 samples. Those who shopped through both channels were requested to complete the questionnaire twice. The respondents were divided into two groups based on their purchasing experience, and structural equation modeling was employed for hypothesis testing. In official online stores, cross-channel searching negatively impacts channel selection intention, whereas brand loyalty and channel pricing advantage have positive effects. In contrast, no significant relationships between these variables were observed in online marketplaces. Channel satisfaction was found to positively influence channel selection intention across official online stores and online marketplaces, while perceived risk demonstrated a negative impact. Based on these findings, several recommendations are proposed to aid in developing effective sales channel strategies.

中文翻译：

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官方在线品牌商店或在线市场？探索消费者意图创新


官方在线商店和在线市场为零售品牌带来了独特的挑战和机遇，影响了他们对客户体验、定价和品牌展示的控制。了解消费者在线渠道选择的意图至关重要，特别是考虑到在线购物的兴起以及 COVID-19 大流行对消费者行为的影响。本研究探讨了影响官方在线商店和在线市场渠道选择意愿的因素，重点关注购买过苹果电子产品的客户。定量调查问卷促进了数据收集，得到了 490 名个人和 606 个样本的答复。通过这两个渠道购物的人被要求完成两次调查问卷。根据购买经历将受访者分为两组，并采用结构方程模型进行假设检验。在官方网店中，跨渠道搜索对渠道选择意愿产生负向影响，而品牌忠诚度和渠道定价优势则产生正向影响。相比之下，在在线市场中没有观察到这些变量之间存在显着关系。研究发现，渠道满意度对官方在线商店和在线市场的渠道选择意图产生积极影响，而感知风险则表现出负面影响。根据这些发现，提出了一些建议来帮助制定有效的销售渠道策略。