Consumers' uniqueness in home décor: Retail channel choice behaviour

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This study focuses on consumer choice behaviour using home décor retail channels to explore uniqueness as a motivator of retail channel usage. Consumer's decision to shop among brick-and-mortar stores, catalogues, and e-retailers because of preference or necessity is addressed. The importance of home décor retailers becoming multi-channel operations (i.e. brick-and-mortar stores, catalogues, and websites) creates an opportunity for consumers to choose products from a variety of retailers and retail channels lessening the probability that others have the same collection. Further study suggestions, such as developing a measure for multi-channel operations rather than measuring each channel individually are provided.

Keywords: Home décor; cross channel shopping; uniqueness

Document Type: Research Article


Affiliations: 1: USC Coliseum Room 2024, Department of Retailing, University of South Carolina, Columbia, SC, 29208, USA 2: School of Education, Colorado State University, Colorado, USA

Publication date: July 1, 2006

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