Multiplechannel and crosschannel shopping behavior

role of consumer shopping orientations

Research output: Contribution to journalArticleResearchpeer-review

35 Citations (Scopus)

Abstract

Purpose The purpose of this paper is to examine the role of consumer shopping orientations on consumer's channel choice, crosschannel shopping behavior, and shopping outcomes. Design/methodology/approach Using multiple sources of data including surveys of store, web, and crosschannel shoppers and their transaction information, the impact of consumer shopping orientations on comparisonshopping, likelihood of crosschannel usage, purchase outcomes including unplanned purchasing, retailer satisfaction, intent to return/abandon purchases, and share of category purchases are investigated. Findings Results suggest that highthrift customers patronizing a crosschannel retailer are less likely to search for competitive offerings online or offline than customers patronizing a multiple channel retailer. Further, retailer satisfaction is higher for crosschannel compared to multichannel retailers irrespective of the transaction channel used by consumers. Research limitations/implications The data have external validity; however, they lack the control possible in laboratory experiments. Future research should examine if the findings can be replicated in multiple retail sectors. Practical implications These results suggest that brickandclick retailers can exploit synergies between their channels through order online and pick up in store strategies for greater profitability than those who operate multiple independent channels. Originality/value This paper examines managerial implications of multiple independent channel vs crosschannel strategies by retailers using data from customers of a commercial retailer.

Original languageEnglish
Pages (from-to)9-24
Number of pages16
JournalMarketing Intelligence & Planning
Volume28
Issue number1
DOIs
StatePublished - 9 Feb 2010

Fingerprint

Shopping behavior
Retailers
Shopping orientation
Purchase
Profitability
Retail sector
Survey data
External validity
Design methodology
Multiple channels
Shopping
Channel choice
Laboratory experiments
Purchasing
World Wide Web
Synergy

Keywords

  • Consumer behaviour
  • Customer orientation
  • Internet shopping
  • Shopping
  • United States of America

Cite this

@article{c2d9729351dd4a55bec9ed83f5c1a31f,
title = "Multiplechannel and crosschannel shopping behavior: role of consumer shopping orientations",
abstract = "Purpose The purpose of this paper is to examine the role of consumer shopping orientations on consumer's channel choice, crosschannel shopping behavior, and shopping outcomes. Design/methodology/approach Using multiple sources of data including surveys of store, web, and crosschannel shoppers and their transaction information, the impact of consumer shopping orientations on comparisonshopping, likelihood of crosschannel usage, purchase outcomes including unplanned purchasing, retailer satisfaction, intent to return/abandon purchases, and share of category purchases are investigated. Findings Results suggest that highthrift customers patronizing a crosschannel retailer are less likely to search for competitive offerings online or offline than customers patronizing a multiple channel retailer. Further, retailer satisfaction is higher for crosschannel compared to multichannel retailers irrespective of the transaction channel used by consumers. Research limitations/implications The data have external validity; however, they lack the control possible in laboratory experiments. Future research should examine if the findings can be replicated in multiple retail sectors. Practical implications These results suggest that brickandclick retailers can exploit synergies between their channels through order online and pick up in store strategies for greater profitability than those who operate multiple independent channels. Originality/value This paper examines managerial implications of multiple independent channel vs crosschannel strategies by retailers using data from customers of a commercial retailer.",
keywords = "Consumer behaviour, Customer orientation, Internet shopping, Shopping, United States of America",
author = "Patrali Chatterjee",
year = "2010",
month = "2",
day = "9",
doi = "10.1108/02634501011014589",
language = "English",
volume = "28",
pages = "9--24",
journal = "Marketing Intelligence and Planning",
issn = "0263-4503",
publisher = "Emerald Group Publishing Ltd.",
number = "1",

}

Multiplechannel and crosschannel shopping behavior : role of consumer shopping orientations. / Chatterjee, Patrali.

In: Marketing Intelligence & Planning, Vol. 28, No. 1, 09.02.2010, p. 9-24.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - Multiplechannel and crosschannel shopping behavior

T2 - role of consumer shopping orientations

AU - Chatterjee, Patrali

PY - 2010/2/9

Y1 - 2010/2/9

N2 - Purpose The purpose of this paper is to examine the role of consumer shopping orientations on consumer's channel choice, crosschannel shopping behavior, and shopping outcomes. Design/methodology/approach Using multiple sources of data including surveys of store, web, and crosschannel shoppers and their transaction information, the impact of consumer shopping orientations on comparisonshopping, likelihood of crosschannel usage, purchase outcomes including unplanned purchasing, retailer satisfaction, intent to return/abandon purchases, and share of category purchases are investigated. Findings Results suggest that highthrift customers patronizing a crosschannel retailer are less likely to search for competitive offerings online or offline than customers patronizing a multiple channel retailer. Further, retailer satisfaction is higher for crosschannel compared to multichannel retailers irrespective of the transaction channel used by consumers. Research limitations/implications The data have external validity; however, they lack the control possible in laboratory experiments. Future research should examine if the findings can be replicated in multiple retail sectors. Practical implications These results suggest that brickandclick retailers can exploit synergies between their channels through order online and pick up in store strategies for greater profitability than those who operate multiple independent channels. Originality/value This paper examines managerial implications of multiple independent channel vs crosschannel strategies by retailers using data from customers of a commercial retailer.

AB - Purpose The purpose of this paper is to examine the role of consumer shopping orientations on consumer's channel choice, crosschannel shopping behavior, and shopping outcomes. Design/methodology/approach Using multiple sources of data including surveys of store, web, and crosschannel shoppers and their transaction information, the impact of consumer shopping orientations on comparisonshopping, likelihood of crosschannel usage, purchase outcomes including unplanned purchasing, retailer satisfaction, intent to return/abandon purchases, and share of category purchases are investigated. Findings Results suggest that highthrift customers patronizing a crosschannel retailer are less likely to search for competitive offerings online or offline than customers patronizing a multiple channel retailer. Further, retailer satisfaction is higher for crosschannel compared to multichannel retailers irrespective of the transaction channel used by consumers. Research limitations/implications The data have external validity; however, they lack the control possible in laboratory experiments. Future research should examine if the findings can be replicated in multiple retail sectors. Practical implications These results suggest that brickandclick retailers can exploit synergies between their channels through order online and pick up in store strategies for greater profitability than those who operate multiple independent channels. Originality/value This paper examines managerial implications of multiple independent channel vs crosschannel strategies by retailers using data from customers of a commercial retailer.

KW - Consumer behaviour

KW - Customer orientation

KW - Internet shopping

KW - Shopping

KW - United States of America

UR - http://www.scopus.com/inward/record.url?scp=75649119638&partnerID=8YFLogxK

U2 - 10.1108/02634501011014589

DO - 10.1108/02634501011014589

M3 - Article

VL - 28

SP - 9

EP - 24

JO - Marketing Intelligence and Planning

JF - Marketing Intelligence and Planning

SN - 0263-4503

IS - 1

ER -