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C Study 1: Online Integration and Willingness to Pay

In: Online Channel Integration

Author

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  • Jochen Binder

Abstract

The first experiment was conducted in order to test hypotheses 1 to 8 concerning the basic effects of online integration on service quality, risk perceptions, and WTP as well as to derive first insights into the effects of channel integration on online purchase intentions. The analysis was conducted as an online experiment using a 2 (online integration: integrated vs. non-integrated) by 2 (purchase place: online store vs. physical store) between subjects design. A total of 308 students from the graduate and undergraduate level of the University of St.Gallen participated in the study. The sample consisted of 106 (34.6%) females and 200 (65.4%) males.

Suggested Citation

  • Jochen Binder, 2014. "C Study 1: Online Integration and Willingness to Pay," Springer Books, in: Online Channel Integration, edition 127, pages 65-90, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-04573-9_3
    DOI: 10.1007/978-3-658-04573-9_3
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