Physical vs. Virtual Information Search and Purchase in the Buying Behavior of Polish Young Consumers

This paper investigates selected internal and external to the consumer factors influencing young consumers’ choices of physical or virtual channels for information search and purchase. Situations of channel lock-in and channel change between the mentioned phases of the buying process are described and their antecedents investigated. Perceived channel characteristics for information search and purchase, consumer decision-making style profile and information technology adoption level are considered to influence consumer choices in this case. Structural equation modeling has been used to analyze the gathered data – 5 models have been assessed.