Situation Variation in Consumers' Media Channel Consideration
University of Maastricht - Faculty of Economics & Business Administration
Benedict G. C. Dellaert
Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE); Erasmus Research Institute of Management (ERIM)
Meteor Research Memoranda 2005-005
In this article, the authors investigate consumers' consideration of media channels during different usage situations. They develop a model that explains consumers' media channel consideration as a function of the media channel's perceived benefits. In addition, they hypothesize that the usage situation affects consumers' media channel consideration and that situation-based benefit requirements moderate the effect of the benefits on their channel consideration. The authors test the hypothesized relationships using survey data from 341 consumers regarding their consideration of 12 different media channels used by manufacturers to communicate product information across three product-related usage situations. The results of the analyses support the proposed model structure and confirm the expected relationships among perceived media channel benefits, usage situations, media channel requirements, and consumers' media channel consideration.
Number of Pages in PDF File: 35
Keywords: Consumer Decision Making, Media Channels, Situational Effects
JEL Classification: M31, M37working papers series
Date posted: February 27, 2005
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