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2017 | OriginalPaper | Chapter

26. Click & Collect als mögliches Bindeglied zwischen stationärem Einzelhandel und E- und M-Commerce

Kann der stationäre Einzelhandel durch Click & Collect vom E- und M-Commerce profitieren?

Authors : Norbert Beck, David Rygl

Published in: Digitale Transformation von Geschäftsmodellen

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Dem stationären Einzelhandel gelingt es nicht vom E- und M-Commerce zu profitieren. Click & Collect könnte eine Lösung sein, um den Umsatzabfall im stationären Einzelhandel entgegenzuwirken, indem es die Stärken stationärer Geschäfte mit denen von mobilen Geschäften und Internetgeschäften verbindet. Denn Click & Collect ermöglicht es Konsumenten im Internet zu bestellen und die bestellten Produkte im stationären Geschäft abzuholen.
Der vorliegende Beitrag untersucht den Einfluss der Nutzung eines mobilen Click & Collect Systems auf die Wahrnehmung stationärer Geschäfte und erweitert hiermit die meist theoretischen Studien zu Synergien im Cross-Channel Einzelhandel durch eine empirische Studie.
Die Forschungsfragen, die sich daraus ableiten sind zum einen, ob die Nutzung eines Click & Collect Systems einen signifikanten Einfluss auf die Wahrnehmung des stationären Einzelhandels hat. Und zum anderen, ob sich das Verhalten der Konsumenten, die die Produkte zwar im stationären Geschäft begutachten und sich beraten lassen, anschließend jedoch online kaufen (Showrooming-Effekt), durch die Nutzung eines Click & Collect Systems verändert bzw. zurückgeht.
Im Forschungsdesign werden deshalb die Auswirkungen des Stimulus Reservierung mit dem Click & Collect System auf die Variable Schwächen des stationären Einzelhandels und die Variable Showrooming-Effekt gemessen.
Die Ergebnisse der Studie zeigen, dass Konsumenten nach Nutzung eines Click & Collect Systems die Schwächen des stationären Einzelhandels signifikant niedriger bewerteten im Vergleich zu Nicht-Nutzern. Auch lässt sich feststellen, dass Konsumenten nach der Nutzung weniger zu Showrooming neigen als Nicht-Nutzer.
Der Beitrag erweitert dokumentierte Theorien hinsichtlich Synergien im Cross-Channel Einzelhandel, im Speziellen im Bereich Click & Collect, indem ein mobiler Vertriebskanal analysiert und dem bestehenden Kanal „stationärer Einzelhandel“ hinzugefügt wird. Für die Praxis zeigen die Ergebnisse Möglichkeiten auf, inwieweit das stationäre Einzelhandelsgeschäft durch die Integration passender Online-Angebote profitieren kann und langfristig Konsumenten an die stationären Einzelhandelsgeschäfte gebunden werden können.
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Metadata
Title
Click & Collect als mögliches Bindeglied zwischen stationärem Einzelhandel und E- und M-Commerce
Authors
Norbert Beck
David Rygl
Copyright Year
2017
DOI
https://doi.org/10.1007/978-3-658-12388-8_26

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