Why do consumers adopt online channel? An empirical investigation of two channel extension mechanisms

Shuiqing Yang, Yaobin Lu, Patrick Y.K. Chau

Research output: Journal PublicationArticlepeer-review

95 Citations (Scopus)


As increasingly more organizations transit from a brick-and-mortar into a brick-and-click organization, consumers' embracing the new online channel is becoming critical to the success of these organizations. Although consumers' online channel adoption behavior has recently received a lot of attention, there still lacks a systematic investigation into the internal mechanism of consumers' channel adoption behaviors, especially, in an offline plus online channel context. Using brand extension theory and expectation-confirmation theory as the theoretical basis, this study examines what factors affect a consumer's decision on moving or extending from an offline channel to an online channel. A research model based on the above two theories is developed and empirically tested against data collected from 308 customers of a major commercial bank in China. The results confirm the usefulness of the two theories in explaining the online channel adoption and identify the concurrence effects of cross-channel synergies and dissynergies on customer's channels evaluation. This research advances our theoretical understanding of online channel adoption behaviors and offers practical implications for organizations to manage such online channel adoption.

Original languageEnglish
Pages (from-to)858-869
Number of pages12
JournalDecision Support Systems
Issue number2
Publication statusPublished - Jan 2013
Externally publishedYes


  • Brand extension theory
  • Channel dissynergies
  • Channel synergies
  • Expectation-confirmation theory
  • Online channel adoption
  • Relative benefits
  • Service quality

ASJC Scopus subject areas

  • Management Information Systems
  • Information Systems
  • Developmental and Educational Psychology
  • Arts and Humanities (miscellaneous)
  • Information Systems and Management


Dive into the research topics of 'Why do consumers adopt online channel? An empirical investigation of two channel extension mechanisms'. Together they form a unique fingerprint.

Cite this