Consumer Channel Choices: The Role of Knowledge and Choice Uncertainty

Abstract

This paper introduces the concepts of knowledge uncertainty and choice uncertainty as important factors influencing consumer channel choices. Knowledge uncertainty is hypothesized to influence the choice between electronic and conventional channels whereas choice uncertainty is hypothesized to influence the choice between multi-source and dedicated channels. A framework is built combining these two sets of hypotheses into a 2x2 matrix predicting consumer channel choice under different combinations of knowledge and choice uncertainty and a theoretical model is developed identifying antecedents of each type of uncertainty.

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