How do goal and product knowledge specificity influence online channel choice? A polynomial regression analysis

Despite the abundant research on online channel choice, the literature lacks an in-depth understanding of how specific goal-means configurations can influence consumer intention to purchase online. Drawing on goal-means association theory, this study examines the interaction between goal specificity and product knowledge specificity on consumers' online channel choice. The results of polynomial regression on 221 consumers suggest that consumers' attitudes toward the online channel show a rising trend as goal specificity and product knowledge specificity increase simultaneously. But consumers' attitudes toward online channel tends to decline when there is an imbalance between the two. These findings highlight the pivotal role of goal specificity and product knowledge specificity in influencing consumer online channel choice. Overall, this study contributes to expanding the application of goal-means association theory, and provides a deeper understanding of consumer online channel choice by balancing and combining goal and product knowledge specificity.