Consumer decision-making across modern and traditional channels: E-commerce, m-commerce, in-store

• We investigate the effect of media richness on consumer decision-making and channel choice.
• This study presents related predictions based on media richness theory, task-media fit and cognitive cost.
• Consumers prefer channels with medium and high media richness for complete decision-making tasks.
• Consumers are unlikely to use channels with low media richness for complete decision-making tasks.
• Product type moderates the effect of media richness on perceived channel-task fit, and channel choice.

This study investigates the effect of media richness on consumer decision-making and channel choice, and grounds the investigation in media richness theory, task-media fit hypotheses and cognitive cost (behavioral decision theory). Findings from three experiments provide evidence that consumers prefer channels with medium (e.g., e-commerce) and high (e.g., in-store) media richness for carrying out complex decision-making tasks. Findings reveal that consumers are likely to undertake simple decision-making tasks on channels that incorporate low (e.g., m-commerce) levels of media richness. Findings also demonstrate that product type moderates the effect of media richness on perceived channel-task fit, post-purchase evaluation, and channel choice. These insights should prove helpful to managers in managing content across different channels.