The purpose of this study is to develop and test a model that enhances our understanding of how consumers evaluate online and offline channels for their purchasing. This study studies the motivations to use specific online and offline retail outlets in a side-by-side evaluation. The concept of perceived value is chosen, as it represents a tradeoff between all perceived costs and benefits, and therefore enables comparisons between the two seemingly different shopping experiences. Moreover, it has been shown that perceived value is capable of predicting purchase intentions for offline and...