Antecedents of Preferences for Retail Channel Interactivity (original) (raw)
Customer Experience Management in Retailing: Understanding the Buying Process
Journal of Retailing, 2009
Retailers recognize that greater understanding of customers can enhance customer satisfaction and retail performance. This article seeks to enrich this understanding by providing an overview of existing consumer behavior literature and suggesting that specific elements of consumer behavior-goals, schema, information processing, memory, involvement, attitudes, affective processing, atmospherics, and consumer attributions and choices-play important roles during various stages of the consumer decision process. The authors suggest ways in which retailers can leverage this understanding of consumer behavior. Each of these conceptual areas also offers avenues for further research.
Consumers in a multichannel environment: Product utility, process utility, and channel choice
Journal of Interactive Marketing, 2005
e present a conceptual framework that clarifies the utilities that consumers using a channel derive from both the purchase process and the purchased products, and the mutual influences between these process and product utilities. Drawing on interviews with customers, we examine how the following factors influence product and process utilities, and hence consumers' choice and use of channels: (a) their economic goals, (b) their quest for self-affirmation, (c) their quest for symbolic meaning associated with the product and with the shopping process, (d) their quest for social interaction and experiential impact, and (e) their reliance on schemas and scripts for shopping.We examine how these factors may influence channel choice at the following three stages of the purchase process-forming a consideration set, choosing a product, and buying the product. Consumers may navigate between channels when they use distinct channels across these stages. Our analysis yielded implications for researchers examining consumer behavior in the multichannel environment and recommendations for marketing managers operating in that environment.
Consumer insights into luxury goods: Why they shop where they do in a jewelry shopping setting
Journal of Retailing and Consumer Services, 2010
The question that guides this research concerns why consumers prefer to shop where they do for luxury goods. This study applies motives, as representative of Sheth's (1983) nonfunctional shopping motives for luxury goods purchases. The study examines how well Tauber's motives describe consumers' shopping motivations at each retail outlet in a jewelry shopping setting. These retail outlets consist of store-and non-store formats. The study identifies motives that are considered most important by consumers and that contribute to their shopping preferences. This study also identifies demographic profiles of jewelry shoppers at each retail outlet. Jewelry shoppers are more influenced by functional motives than nonfunctional motives.
Under the sway of a mobile device during an in-store shopping experience
Mobile device technology is transforming the retail shopping experience. Today's consumers are mobile dependent, preferring to consult with their phone, instead of using the salesperson, while shopping at the retail store. In the absence of literature investigating how the salesperson might sell to this omni-channel, mobile-connected consumer, this paper proposes a conceptual model and tests its proposed linkages. The empirically tested model presents a dyadic view of the omni-channel consumer and the salesperson. Uniquely contributing to the omni-channel and marketing literature, samples from an emerging economy (India) and developed (United States) economy represent the contexts. Specifically, the research examines the salesperson's role in selling to a mobile-dependent consumer who uses mobile technology to search for information during the sales meeting. Findings show that adaptive selling can affect purchase intention and customer predisposition to comply with salesperson input. Results also reveal how perceived control, mobile dependence, and customer predisposition to comply with mobile device input affect purchase intention. Managerial and research implications specifically appropriate for the omni-consumer retail setting are offered.
Online Shopping Acceptance Model
Since the late 1990s, online shopping has taken off as an increasing number of consumers purchase increasingly diversified products on the Internet. Given that how to attract and retain consumers is critical to the success of online retailers, research on the antecedents of consumer acceptance of online shopping has attracted widespread attention.
Psychological and environmental antecedents of impulse buying tendency in the multichannel shopping context Jihye Park Sharron J. Lennon Article information:
Fashion retailing – past, present and future
This issue of Textile Progress reviews the way that fashion retailing has developed as a result of the application of the World Wide Web and information and communications technology (ICT) by fashion-retail companies. The review therefore first considers how fashion retailing has evolved, analysing retail formats, global strategies, emerging and developing economies, and the factors that are threatening and driving growth in the fashion-retail market. The second part of the review considers the emergence of omni-channel retailing, analysing how retail has progressed and developed since the adoption of the Internet and how ICT initiatives such as mobile commerce (m-commerce), digital visualisation online, and in-store and self-service technologies have been proven to support the progression and expansion of fashion retailing. The paper concludes with recommendations on future research opportunities for gaining a better understanding of the impacts of ICT and omni-channel retailing, through which it may be possible to increase and develop knowledge and understanding of the way the sector is developing and provide fresh impetus to an already-innovative and competitive industry.
Virtual World Experiential Promotion
2013
Given that virtual worlds as a promotional vehicle may dramatically alter the existing customer experience, we seek to understand the impact of the virtual environment through interdisciplinary research. We present a conceptual framework, beginning with a qualitative study, and finishing with a quantitative study that includes hypothesis testing. Our findings indicate that virtual world experiential promotion (VWEP) provides better hedonic attributes, such as atmospherics, social experience, and personal/adaptive selling, when compared to "e-tail" environments. Results for the the provision of utilitarian attributes were more mixed, revealing that time savings and convenience were perceived as being less advantageous in VWEP environments than in retail environments, while ease of switching was perceived as being not significantly different across the two channels. As hypothesized, avoiding salesperson pressure was seen as an advantage of VWEP environments over retail environments. In summary, we conceptually introduce the virtual world promotional vehicle, show the importance of the consumer experience within such via two studies, and provide a framework for future research in the virtual world promotion context.