Antecedents of Preferences for Retail Channel Interactivity (original) (raw)
Related papers
Four-mode channel interactivity concept and channel preferences
Journal of Services Marketing, 24 (1), pp. 29-41, 2010
"Purpose – This paper has two purposes. First, it aims to propose an alternative conceptualization for interactivity that distinguishes between four interactivity modes: human, medium, message, and product. Second, it seeks to develop a framework of channel preferences that integrates the four mode concept of channel interactivity. Design/methodology/approach – A synthesis of interactivity literature streaming from several disciplines (social psychology, computer science, communication, object interaction, and marketing) was used to develop the four-mode concept. A framework is proposed to illustrate how consumers’ perceptions of, and preferences for, the four interactivity modes impact channel preferences. Findings – The propositions developed suggest: channels are perceived as offering different modes of interactivity; preferences for interactivity modes are shaped by personal and situational characteristics; and a match/mismatch between consumers’ perceptions of and preferences for the interactivity modes determine channel preferences. Research limitations/implications – The approach allows an evaluation of particular interactive technologies, an assessment of multi-channel strategies, and an examination of consumers’ satisfaction with their shopping experiences. Originality/value – The authors propose a broader approach than existing ones. It is not restricted to an online channel; it integrates consumers’ interaction with products; and it enables a comparison of online and offline channels. In addition, most research has focused on perceptions of interactivity whereas the framework presented in the paper addresses perceptions of, and preferences for, interactivity modes that impact channel choices."
Consumers’ Perception and Value of Off-line Channels’ Interactivity: An Exploratory Study
Journal of Business and Public Affairs, 3(1), pp. 1-13, 2009
Researchers repeatedly suggest that interactivity is a characteristic of the Internet. This paper examines whether consumers perceive off-line retailers to be as interactive or even more interactive than the on-line retailers on three dimensions: message contingency, real-time communication and control. Two studies (in-depth interviews and a survey) reveal that when comparing interactivity of web stores with physical stores and catalogues, consumers perceive physical stores and catalogues to be as interactive as web stores on two out of three interactivity dimensions. In addition, the paper shows that consumers value the interactive characteristics of off-line retailers as much as they value the interactive characteristics of on-line retailers. The implications of these findings are discussed.
Journal of Consumer Marketing, 2006
Purpose -The purpose of this study is to examine the effect of psychological traits and shopping environmental factors on impulse buying tendency via television shopping programs and to reflect the inherent nature of the impulsive television shopping environment in the USA as well as the traditional retail channel. Design/methodology/approach -A total of 154 questionnaires were returned from multichannel customers who purchased apparel from television shopping programs and traditional retail stores. Findings -Five causal relationships among impulse buying and interaction tendencies in both television and retail settings and TV shopping program browsing duration proposed in this study were confirmed through structural equation modeling. Research limitations/implications -This study adds valuable empirical findings to the literature on the distribution channel relationship by examining buying behavior of multichannel customers as well as some theoretical implications for impulse buying-related theories. Originality/value -This study provides insights for customer impulse buying behavior in the multiple shopping environments.
CULTURAL DIFFERENCES IN ONLINE SHOPPING BEHAVIOR: TURKEY AND THE UNITED KINGDOM
Internet usage and online shopping are increasing in popularity. Consumers from different cultures and with different consumption values are using online shopping due to benefits such as ease of search and order, and entertainment. Previous studies on online shopping investigated factors that influence online shopping as well as motives for, value of, and antecedents of online buying behavior. There has been a paucity of research on cultural influences in online shopping. The present study explores cultural differences in online shopping behavior and consumption value using data from a sample of 201 consumers in Turkey and the United Kingdom. The findings reveal that there are differences in the online shopping behavior of Turkish and British consumers, while the two groups share similar consumption values; moreover some dimensions of online shopping behavior of utilitarian and hedonic online shoppers differ for the overall sample.
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.