Motywacja racjonalności w korzystaniu z ICT w procesie podejmowania decyzji zakupowych przez konsumenta w świetle wyników badań empirycznych
Rational motivations of ICT usage in consumer decision processes – empirical investigation

Summary/Abstract: The paper investigates rational motivations to use physical or virtual channel for information search and purchase by young consumers. Presented results come from the sample of 92 young consumers, so should be treated as preliminary. The perceived channel features refer to the channel choice factors, including general attitude toward particular channel, as well as some sub-dimensions of perceived advantages and risks of the channel. Structural equation modeling has been used to analyze the data – 2 models have been assessed. Perceived channel advantages have influence on channel choice for information search, but for shopping there is also influence of perceived risks, including risks connected with second channel. Also channel “lock in” effect is very weak, suggesting multichannel behavior being the rule in this consumer group.

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