7. Comparison of the Distribution Channels

While Chap. 5 presented the results for intensive distribution and Chap. 6 presented the results for selective distribution, Chap. 7 compares the two distribution channels, addressing those hypotheses advanced in Chap. 3 that pertain to the comparison of the two channels. Specifically, it first compares the relationships among age, gender, price consciousness, and frequency of purchase and shopping orientation across distribution channels, by means of an analysis of variance. Then, using the LISREL stacked group procedure for the comparison of multiple groups, the chapter runs a simultaneous analysis of the same model on the intensive distribution and selective distribution samples, comparing the structural equation estimates for hedonism, utilitarianism, perceived value, store loyalty, and purchase amount between the distribution channels. The results are discussed in light of the hypotheses presented in Chap. 3.