H4a. The main characteristics of the channel are channel response time, ease of use, and efficiency.
H4b. The store is the main communication channel for product selection.
The need to pay for the product starts the transaction phase. Doubts regarding the
security of online payment may promote in-store transactions:
H5a. The main characteristics of the channel are payment security, price, available information, and web site design.
H5b. The main communication channel for transactions is the store.
Throughout the buying process, the store still seems to be considered the most important communication channel for purchasing furniture, but consumers might be expected to use more than one channel at each stage of the buying process, according to their needs. The role of the internet is of particular interest. The number of households connected to the internet is increasing in the USA (Anderson, 2005a) and the internet’s impact on consumer buying habits has increased in general:
H6. The internet is the second most important channel all through the buying process.