Online shopping has become a common shopping channel. Consumers can freely choose their preferred shopping channels. However, will the public treat online and offline channel equally? Based on confirmation bias theory, the current study attempt to explore whether there is a prejudice toward online shopping and how prejudice influence consumers’ channel selection behavior. An explorative experiment was conducted with 124 subjects. The results indicate that prejudice toward online shopping does exist and significantly influence consumers channel selection behavior. Furthermore, the uncertainty of online shopping may induce consumer’s prejudice perception through confirmation bias and lead to both seller and product prejudice. Theoretical and practical implications are discussed.
Che, Tong; Peng, Zeyu; Lai, Fujun; and Zheng, Xiabing, "Do the public treat online and offline equally? An explorative study" (2018). PACIS 2018 Proceedings. 191.