Online-mobile service cross-channel cognitive evaluations in a multichannel context
| dc.contributor.author | Nel, J. | en_ZA |
| dc.contributor.author | Boshoff, C. | en_ZA |
| dc.date.accessioned | 2018-08-17T10:26:13Z | |
| dc.date.available | 2018-08-17T10:26:13Z | |
| dc.date.issued | 2015-09-30 | |
| dc.description | CITATION: 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.description | The original publication is available at https://sajbm.org | |
| dc.description.abstract | Since 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.uri | https://sajbm.org/index.php/sajbm/article/view/102 | |
| dc.description.version | Publisher's version | |
| dc.format.extent | 12 pages | |
| dc.identifier.citation | 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.identifier.issn | 2078-5976 (online) | |
| dc.identifier.issn | 2078-5585 (print) | |
| dc.identifier.other | doi:10.4102/sajbm.v46i3.102 | |
| dc.identifier.uri | http://hdl.handle.net/10019.1/104282 | |
| dc.language.iso | en_ZA | en_ZA |
| dc.publisher | AOSIS | |
| dc.rights.holder | Authors retain copyright | |
| dc.subject | Mobile commerce | en_ZA |
| dc.subject | Business enterprises -- Computer networks | en_ZA |
| dc.title | Online-mobile service cross-channel cognitive evaluations in a multichannel context | en_ZA |
| dc.type | Article | en_ZA |