How do goal and product knowledge specificity influence online channel choice? A polynomial regression analysis

作者：

Highlights：

• This work applies goal-means association to study consumers’ online channel choice.

• Polynomial regression is employed to test the hypotheses.

• Online attitude rises as both goal and product knowledge specificity increase.

摘要

•This work applies goal-means association to study consumers’ online channel choice.•Polynomial regression is employed to test the hypotheses.•Online attitude rises as both goal and product knowledge specificity increase.

论文关键词：Goal-means association theory,Goal specificity,Intention to use the online channel,Product knowledge specificity,Polynomial regression

论文评审过程：Received 2 April 2019, Revised 5 April 2019, Accepted 5 April 2019, Available online 6 April 2019, Version of Record 17 April 2019.

论文官网地址：https://doi.org/10.1016/j.elerap.2019.100846