This study serves as an initial attempt to demonstrate empirically how online consumers react to the offline channel extensions (i.e., opening physical stores) of e-tailers. Specifically, we examine how the attributes of offline channels influence consumer intentions to switch to offline channels and how they also lead to incremental demands on online channels. We investigate how these effects vary across highly complex utilitarian and hedonic products. The results of the study indicate that although store openings encourage online consumers to shop there when purchasing highly complex utilitarian products, the addition of offline stores results counterintuitively in incremental patronage of the online channels when consumers shop for highly complex hedonic products. This study validates the guiding role of product characteristics in designing offline channels for e-tailers and suggests that incorporating product type and complexity into the design is likely to contribute to the development of stores tailored to specific consumer segments.

中文翻译：

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在线消费者何时到线下商店购物：产品特征的调节作用

本研究作为初步尝试，以实证证明在线消费者如何对电子零售商的线下渠道扩展（即开设实体店）做出反应。具体而言，我们研究了线下渠道的属性如何影响消费者转向线下渠道的意愿，以及它们如何导致对线上渠道的需求增加。我们研究了这些影响如何在高度复杂的实用和享乐产品中变化。研究结果表明，虽然开店鼓励在线消费者在购买高度复杂的实用产品时到那里购物，但当消费者购买高度复杂的享乐产品时，增加线下门店会导致在线渠道的光顾增加，这与直觉相反。