Multiplicity of Electronic Distribution Channels: a Consumer-Based Overview and Categorisation

The range of Internet-enabled devices that shoppers use to search for product information or to purchase online expands. Based on the findings of a first qualitative study, we provide an overview of devices which are predominantly used for online shopping. By conducting an additional online-survey (N = 502) we verify our findings and investigate which devices are perceived as similar or different to uncover relevant e-channel categories. for our analysis, we perform two complementary approaches: (1) a visual mapping of consumers’ perception space using MDS and (2) an analysis of consumer’s evaluation using Property Fitting. The results indicate that consumer use in particular 12 types of devices to shop online. In the consumers’ perception these devices constitute four categories of electronic distribution channels (e-channels) which comprise relevant implications for research and marketing practice.