B2C multi- to single-channel: the effect of removing a consumer channel preference on consumer retailer and channel choice

Abstract

Purpose

This paper aims to study how retailers moving from a multi- (in-store and online) to a single- (online) channel impacts consumers’ retailer and channel choices.

Design/methodology/approach

The authors conduct two scenario-based experimental studies to examine consumers’ in-store and online channel shopping preferences and behavioural intentions (i.e. channel and retailer choices) when their preferred focal retailer’s physical store closes.

Findings

The findings show that when a focal retailer removes its physical store location, consumers with a strong preference for shopping online have a greater likelihood of shopping online. Their loyalty towards the retailer explains this relationship but is conditional on low levels of reactance. When reactance is high, consumers with a strong preference for shopping online are more likely to switch to a competitor.

Originality/value

This research paper bridges the intersection between B2B and B2C literature to understand how retailers’ channel-related supply chain decisions affect downstream consumer shopping behaviour.

Citation

Ngoh, C.-l. and Mellema, H.N. (2024), "B2C multi- to single-channel: the effect of removing a consumer channel preference on consumer retailer and channel choice", Journal of Business & Industrial Marketing, Vol. 39 No. 1, pp. 53-65. https://doi.org/10.1108/JBIM-01-2023-0026