Isabella Maggioni, Sean James Sands, Carla Renee Ferraro, Jason Ian Pallant, Jessica Leigh Pallant, Lois Shedd and Dewi Tojib
For consumers, cross-channel behaviour is increasingly prevalent. Such behaviour involves consumers actively engaging in (and deriving benefit) from one channel during a product…
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.
Details
Keywords
Jason Ian Pallant, Sean James Sands, Carla Renee Ferraro and Jessica Leigh Pallant
This paper investigates the degree to which self-selection explains the apparent higher purchase value of research shoppers.
Abstract
Purpose
This paper investigates the degree to which self-selection explains the apparent higher purchase value of research shoppers.
Design/methodology/approach
An online survey was administered to 594 retail shoppers. The purchase value of research shoppers and single-channel shoppers was compared before and after propensity score matching to account for self-selection effects.
Findings
Prior to matching, research shoppers spend significantly more than single-channel shoppers. This difference persists after accounting for self-selection but is reduced by 25%. The impact of self-selection differs across product categories and channels, with the online channel most likely to lead to higher purchase value.
Practical Implications
The findings build on existing literature on the value of omni-channel retail strategies and provide insights for retailers to determine the likely impact of encouraging research shopping among their customers.
Originality/value
The research provides important insights into the role that self-selection plays in the value of multi-channel shoppers, and the likely value to retailers of omni-channel strategies.