Electronic commerce platforms provide various shopping channels for consumers. This study investigated the impact of two types of shopping channels (i.e., self-run and third-party channels on the same e-commerce platform) on consumers’ responses and the moderating role of website familiarity. Behavioral and event-related potential approaches were employed. The results indicated that consumers developed higher purchase intention for the self-run (vs. third-party) channel because the former channel triggered higher perceived product quality and perceived service quality (study 1). Moreover, when consumers were not familiar with the platform, the shopping channel did not affect the purchase rate; whereas when consumers were familiar with the platform, the self-run channel evoked a higher purchase rate than the third-party channel (study 2). The neural results revealed a similar pattern: the self-run and thirty-party channels did not differ in late positive potentials (LPP) amplitudes when consumers were unfamiliar with the platform. However, the self-run channel led to a larger LPP amplitude than the third-party channel when consumers were familiar with it (study 2). Our findings have significant implications for e-commerce platform operators, manufacturers, and independent sellers.

电子商务平台为消费者提供了多种购物渠道。本研究调查了两种类型的购物渠道（即同一电子商务平台上的自营渠道和第三方渠道）对消费者反应的影响以及网站熟悉度的调节作用。采用行为和事件相关的电位方法。结果表明，消费者对自营（相对于第三方）渠道产生了更高的购买意愿，因为前者渠道引发了更高的感知产品质量和感知服务质量（研究1）。而且，当消费者不熟悉平台时，购物渠道并不影响购买率；而当消费者熟悉该平台时，自营渠道的购买率高于第三方渠道（研究2）。神经结果揭示了类似的模式：当消费者不熟悉平台时，自营渠道和三十方渠道的晚期正电位（LPP）幅度没有差异。然而，当消费者熟悉时，自营渠道比第三方渠道导致的LPP幅度更大（研究2）。我们的研究结果对电子商务平台运营商、制造商和独立卖家具有重大影响。