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Online-mobile service cross-channel cognitive evaluations in a multichannel context

dc.contributor.authorNel, J.en_ZA
dc.contributor.authorBoshoff, C.en_ZA
dc.date.accessioned2018-08-17T10:26:13Z
dc.date.available2018-08-17T10:26:13Z
dc.date.issued2015-09-30
dc.identifier.citationNel, J. & Boshoff, C. 2015. Online-mobile service cross-channel cognitive evaluations in a multichannel context. South African Journal of Business Management, 46(3):a102, doi:10.4102/sajbm.v46i3.102.
dc.identifier.issn2078-5976 (online)
dc.identifier.issn2078-5585 (print)
dc.identifier.otherdoi:10.4102/sajbm.v46i3.102
dc.identifier.urihttp://hdl.handle.net/10019.1/104282
dc.descriptionCITATION: Nel, J. & Boshoff, C. 2015. Online-mobile service cross-channel cognitive evaluations in a multichannel context. South African Journal of Business Management, 46(3):a102, doi:10.4102/sajbm.v46i3.102.
dc.descriptionThe original publication is available at https://sajbm.org
dc.description.abstractSince the advent of mobile commerce, many firms have added a mobile (m-) service to their existing offline and online services. The adoption of an m-service in a multichannel context is not only influenced by factors directly associated with the m-service, but also by cross-channel cognitive evaluations emanating from other existing channels. These cross-channel evaluations can lead to evaluative synergies and dissynergies that can influence consumer decision-making. To explore empirically the impact of cross-channel synergies and dissynergies between the online service and the m-service offered by the same firm, against the background of expectation-transfer theory and status-quo-bias theory, data were collected from 666 online-service users. Consistent with expectation-transfer theory and status-quo-bias theory, the results of the study demonstrated that cross-channel evaluative synergies and dissynergies do indeed impact salient m-service beliefs. The results suggest that managers can leverage the cross-channel synergies emanating from online trust and ease-of-use beliefs to enhance the adoption of the m-service. The results also suggest that, to enhance wider adoption, the marketing managers of m-services need to mitigate the status-quo-bias effects emanating from online-service facilitating conditions, and lower online-service risk perceptions.en_ZA
dc.description.urihttps://sajbm.org/index.php/sajbm/article/view/102
dc.format.extent12 pages
dc.language.isoen_ZAen_ZA
dc.publisherAOSIS
dc.subjectMobile commerceen_ZA
dc.subjectBusiness enterprises -- Computer networksen_ZA
dc.titleOnline-mobile service cross-channel cognitive evaluations in a multichannel contexten_ZA
dc.typeArticleen_ZA
dc.description.versionPublisher's version
dc.rights.holderAuthors retain copyright


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