Understanding the Determinants of Service Channel Preference in the Early Stages of Adoption: A Social Cognitive Perspective on Online Brokerage Services
Understanding the Determinants of Service Channel Preference in the Early Stages of Adoption: A Social Cognitive Perspective on Online Brokerage Services
C. A. Looney,A. Akbulut,Robin S. Poston
2008 · DOI: 10.1111/j.1540-5915.2008.00215.x
Decision Sciences · 46 Citations
TLDR
A research model based on Social Cognitive Theory is developed to explain and predict service channel preferences that arise in the early stages of adoption, before a consumer conducts business using a particular channel.