Identifying Cross-Channel Dissynergies for Multichannel Service Providers
研究提出多渠道环境中存在服务渠道间的评价冲突（负协同），基于现状偏见理论构建模型，发现线下渠道满意度会降低线上渠道的感知有用性并增加感知风险，且这种抑制效应在男性、老年人和缺乏互联网经验的用户中更强。
In this article, the authors propose that in a multichannel environment, evaluative conflicts (dissynergies) between service channels exist. Building on status quo bias theory, they develop a model that relates offline channel satisfaction to perceptions about a new self-service channel. Data were collected from 639 customers currently using offline investment banking. Results show that offline channel satisfaction reduces the perceived usefulness and enhances the perceived risk of the online channel. These inhibiting effects represent a status quo bias. Trust in the bank shows both adoption-enhancing effects and an adoption-inhibiting effect. Finally, the negative relationship between offline channel satisfaction and perceived usefulness is significantly stronger for men, older people, and less experienced Internet users. This study has both theoretical and managerial relevance as it helps to understand consumer behavior in multichannel environments and provides implications for the design of multichannel service strategies.