Switching Marketing Channel in the Purchase Process – What Pushes Consumers to Change Behavior

Abstract

This paper investigates the factors affecting intention to switch the distribution channel during purchase process. The change in the sales channel has been defined as a change in the original plans for the place of purchase of the product under the influence of external factors. Author tests different factors that influence customer behavior: marketing activities of companies, different product price, positive WOM, personal factors-e.g. time pressure, company error-e.g. system failure. The conclusions from the quantitative research allow author to indicate some practical tips for companies that redirect consumers to remote purchase channels. In the article data from the questionnaire survey have been used (research sample 1103).