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| Author: | Morrison, P. D. Roberts, J. H. |
| Title: | Matching electronic distribution channels to product characteristics: The role of congruence in consideration set formation |
| Journal: | Journal of Business Research
1998 : MAR, VOL. 41:3, p. 223-229 |
| Index terms: | MARKET RESEARCH BANKING ELECTRONIC FUNDS TRANSFER SYSTEMS CONSUMER BEHAVIOUR DISTRIBUTION CHANNELS MODELS |
| Language: | eng |
| Abstract: | The paper studies the determinants of whether consumers will consider new delivery vehicles for banking services. Based on the brand equity literature, there is a model developed suggesting that consideration will depend on consumers' preference for the banking service, their preference for the distribution method, and the perceived congruence or fit between the distribution methods can be further decomposed into the utility of their perceived attributes and the associated information uncertainty. There is a suggestion that managers ought to seek to build up consumers' perceptions that new shopping methods are appropriate vehicles for delivering their services rather than trying to boost preference for the distribution methods itself. |
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