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Internet versus call center channels

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According to research conducted by Rhee (2010), the Internet channel is helpful for the purchase when the consumer has low perceived risk and high experience and familiarity with the purchase, but the call center channel is helpful when the consumer has high perceived risk and low experience and familiarity with the purchase. Why is this true and can you think of an example from your own experience that validates this conclusion?

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Solution Summary

Internet versus call center channels are briefly discussed in 200 words of notes and ideas as far as consumer behaviors and preferences, along with 2 APA references.

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Welcome to BrainMass! Please rate 5/5 for my sample ideas and APA references.

As suggested by Rhee's (2010) research, the Internet channel is helpful for a purchase when the consumer has low perceived risk, high experience, and familiarity with the purchase. I deem this as true since I tend to make my yearly holiday shopping from the same stores online because I trust these retailers based on my positive buying history with them, familiarity with their caliber of products as well as return policies, pricing, and other features, and overall rapport and loyalty with them. For this reason, I can buy via the Internet since I don't need a face to face ...

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