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Media Richness Theory and the Intention to Use Online Stores

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  • Eric Brunelle

    (HEC Montreal, Canada)

Abstract

Although media richness theory has received considerable empirical support in explaining individual channel use and could provide important insights into the explanation of e-consumer behavior, no studies have validated this theory in explaining consumers’ intentions to use online stores. Therefore, the objective of this study was to empirically test media richness theory in explaining consumers’ intentions to use online stores in their purchase process. An online survey was carried out and data from 749 consumers was collected and analyzed using structural equation models. The results open up a new way of explaining consumers’ intentions to use online stores, as they provide empirical support for media richness theory in a commercial context and link it with the theory of planned behavior.

Suggested Citation

  • Eric Brunelle, 2010. "Media Richness Theory and the Intention to Use Online Stores," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 1(3), pages 27-42, July.
    • Handle: RePEc:igg:jcrmm0:v:1:y:2010:i:3:p:27-42
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