{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,14]],"date-time":"2026-07-14T05:10:43Z","timestamp":1784005843461,"version":"3.55.0"},"reference-count":45,"publisher":"Emerald","issue":"3","license":[{"start":{"date-parts":[[2008,6,6]],"date-time":"2008-06-06T00:00:00Z","timestamp":1212710400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2008,6,6]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-heading\">Purpose<\/jats:title><jats:p>The purpose of this paper is to develop and empirically test a conceptual model to predict the determinants of online channel use in a multi\u2010channel environment.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>A case study of a free, multi\u2010channel entertainment magazine is used to statistically analyse a proposed model of customers' channel use (<jats:italic>n<\/jats:italic>=224) using an online survey of real consumers.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>The findings in the paper confirm a number of determinants of consumer attitudes. Subjective norms and consumer attitudes positively affect behavioural intention to use and intentions directly relate to actual use. The results also indicate that three constructs (i.e. enjoyment, marketing efforts and age), one from each three main determinant groups (i.e. marketing variables, individual difference variables and channel attributes), are likely to be an accurate predictor of consumer attitudes.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>The paper shows that enjoyment was an important factor among the younger, socially aware and somewhat hedonistically\u2010oriented consumers of the magazine. Firms should track consumer preferences from registration and then should try to create activities that give consumers enjoyment. Linking together of marketing efforts is very important. Advertising can be a great opportunity to grow online operations. Search engines and the use of incentives (prizes) can be useful in this regard. Firms should also advertise their web site through the offline channel or any places that can reach target consumers. A good mix of offline and online advertising can present a message and reinforce it for consumers in different channels.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>This paper contributes towards understanding consumer behaviour in the online channel use context in a multi\u2010channel environment.<\/jats:p><\/jats:sec>","DOI":"10.1108\/10662240810883317","type":"journal-article","created":{"date-parts":[[2008,6,21]],"date-time":"2008-06-21T07:03:39Z","timestamp":1214031819000},"page":"266-285","source":"Crossref","is-referenced-by-count":15,"title":["Predicting online channel use for an online and print magazine: a case study"],"prefix":"10.1108","volume":"18","author":[{"given":"Paweena","family":"Srisuwan","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Stuart J.","family":"Barnes","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","reference":[{"key":"key2022020819424318800_b1","doi-asserted-by":"crossref","unstructured":"Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A. and Wood, S. 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