عنوان مقاله [English]
نویسندگان [English]چکیده [English]
The main purpose of this research is to develop and test a model to enhance our understanding of “How consumers evaluate online and offline channels and how the formation of online and offline purchase intensions and perceived value increase”. In the presented model, service quality, merchandise duality and monetary price are considered as the factors that form value for money, and perceived risk. Time / effort cost, enjoyment and value for money are considered as the factors that form channel purchase intension. The study population consists of online and offline customers known bookstores in Tehran. After information collection through Questionnaire and library studies, the Lisrel software was used to analyze data and model. This study is based on Correlation-survey research method (especially structural equation modeling method). The results showed that channel purchase intensions and how consumers evaluate online and offline channels almost form in accordance with the presented model in this study.