A model of the antecedents of multiple channel usage

The number of companies using multiple channels in the distribution of each of their products is increasing steadily. Despite this popularity, the drivers of these channel strategies remain virtually unknown. This work attempts to deal with this problem by developing a model regarding the circumstances under which companies adopt multiple channel strategies. Data collected from companies in the UK financial services industry provide significant empirical support to the model. The results indicate that product sophistication, market target sophistication, channel conflict, market maturity, scope economies, and competitive strength, are important considerations in the multi-channel move.