Consumer cross-channel behaviour: is it always planned?
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 5 August 2020
Issue publication date: 27 October 2020
Abstract
Purpose
For consumers, cross-channel behaviour is increasingly prevalent. Such behaviour involves consumers actively engaging in (and deriving benefit) from one channel during a product search but switching to another channel when making a purchase. Drawing on multi-attribute utility theory, this study proposes a cross-channel behaviour typology consisting of three key aspects: channel choice behaviour, functional and economic outcomes and consumer-specific psychographic and demographic variables.
Design/methodology/approach
Segmentation analysis conducted via latent class analysis (LCA) was performed on a sample of 400 US consumers collected via an online survey.
Findings
Cross-channel behaviour is not always intentional. We identify a specific segment of consumers that most often engage in unplanned, rather than intentional, cross-channel switching. We find that of all shoppers that engage in cross-channel behaviour, a fifth (20%) are forced to switch channels at the point of purchase.
Practical implications
Cross-channel behaviour can be mitigated by retailers via a deep understanding of the driving factors of different configurations of showrooming and webrooming.
Originality/value
In contrast with existing conceptualisations, this study suggests that cross-channel behaviour often stems from consumers being “forced” by factors outside of their control, but within the retailers' control. This research presents a nuanced approach to decompose consumer cross-channel behaviour from the consumer perspective as planned, forced or opportunistic.
Keywords
Acknowledgements
Funding for this research was provided by the 2018 Australian & New Zealand Marketing Academy (ANZMAC) Special Interest Group (SIG) funding program. The authors kindly thank Associate Professor Yelena Tsarenko and the 2018 ANZMAC Executive Committee for their support and assistance in developing the Retail SIG, as well as participants in the Retail SIG events held as part of the 2017, 2018 and 2019 ANZMAC conferences.
Citation
Maggioni, I., Sands, S.J., Ferraro, C.R., Pallant, J.I., Pallant, J.L., Shedd, L. and Tojib, D. (2020), "Consumer cross-channel behaviour: is it always planned?", International Journal of Retail & Distribution Management, Vol. 48 No. 12, pp. 1357-1375. https://doi.org/10.1108/IJRDM-03-2020-0103
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited