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Multiple-channel and cross-channel shopping behavior: role of consumer shopping orientations

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Purpose ‐ The purpose of this paper is to examine the role of consumer shopping orientations on consumer's channel choice, cross-channel shopping behavior, and shopping outcomes. Design/methodology/approach ‐ Using multiple sources of data including surveys of store, web, and cross-channel shoppers and their transaction information, the impact of consumer shopping orientations on comparison-shopping, likelihood of cross-channel usage, purchase outcomes including unplanned purchasing, retailer satisfaction, intent to return/abandon purchases, and share of category purchases are investigated. Findings ‐ Results suggest that high-thrift customers patronizing a cross-channel retailer are less likely to search for competitive offerings online or offline than customers patronizing a multiple channel retailer. Further, retailer satisfaction is higher for cross-channel compared to multi-channel retailers irrespective of the transaction channel used by consumers. Research limitations/implications ‐ The data have external validity; however, they lack the control possible in laboratory experiments. Future research should examine if the findings can be replicated in multiple retail sectors. Practical implications ‐ These results suggest that brick-and-click retailers can exploit synergies between their channels through order online and pick up in store strategies for greater profitability than those who operate multiple independent channels. Originality/value ‐ This paper examines managerial implications of multiple independent channel vs cross-channel strategies by retailers using data from customers of a commercial retailer.

Keywords: Consumer behaviour; Customer orientation; Internet shopping; Shopping; United States of America

Document Type: Research Article


Publication date: January 1, 2010

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