Top

Service Business

Published in:

17-09-2018 | Empirical article

Understanding shopping routes of offline purchasers: selection of search-channels (online vs. offline) and search-platforms (mobile vs. PC) based on product types

Authors: Eunhye Kim, Christian Fernando Libaque-Saenz, Myeong-Cheol Park

Published in: Service Business | Issue 2/2019

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

Abstract

With the advent of the Internet and mobile technologies, shopping behavior has become increasingly complex due to the variety of channels providing consumers with various options to search and buy. However, contrary to our common belief, offline channels (compared to online channels) are still considered consumers’ preferred purchasing routes. In fact, bricks-and-mortar stores continue to function as the hub of value propositions of the retail industry. Accordingly, we take a closer look at the shopping behavior of offline shoppers. Focusing specifically on the search stage of these consumers, this study investigates the effects of shopping motives on (1) the choice of search channel (online vs. offline), (2) the selection of search platform (mobile devices vs. PCs) and (3) the moderating role of product types (search goods vs. experience goods). Our results show that the price-consciousness and shopping-enjoyment orientations have a positive influence on the probability of engaging in a webrooming behavior (i.e., search online but purchase offline) while the convenience orientation has a negative influence. Furthermore, our findings suggest that webroomers who are highly oriented towards convenience, enjoyment, and exploration are more likely to use mobile devices than stationary devices when searching information online. Lastly, our results indicate that there are differences in those selection preferences across product types. Our findings provide retailers with guidelines for developing new marketing strategies in today’s multichannel and highly mobile-oriented shopping environment.

previous article Does haste always make waste? Service quantity, service quality, and incentives in speed-intensive service firms

next article Test of an integrative model of travel-related social media users’ switching intentions

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

https://www.atkearney.com/documents/10192/4683364/On+Solid+Ground.pdf/f96d82ce-e40c-450d-97bb-884b017f4cd7.

https://www.pwc.ie/media-centre/assets/publications/2015-pwc-ireland-total-retail-february.pdf.

http://www.data-charts.com/the-role-of-mobile-in-us-consumers-omni-channel-path-to-purchase/.

p-values less than 0.05 are considered to be statistically significant.

Google Consumer Barometer Survey (South Korea) 2014/2015.

Abratt R, Goodey SD (1990) Unplanned buying and in-store stimuli in supermarkets. Manag Decis Econ 11(2):111–121CrossRef

Adelaar T, Chang S, Lancendorfer KM, Lee B, Morimoto M (2003) Effects of media formats on emotions and impulse buying intent. J Inf Technol 18(4):247–266CrossRef

Ailawadi KL, Neslin SA, Gedenk K (2001) Pursuing the value-conscious consumer: store brands versus national brand promotions. J Market 65(1):71–89CrossRef

Ailawadi KL, Harlam BA, Cesar J, Trounce D (2006) Promotion profitability for a retailer: the role of promotion, brand, category, and store characteristics. J Mark Res 43(4):518–535CrossRef

Babin BJ, Darden WR, Griffin M (1994) Work and/or fun: measuring hedonic and utilitarian shopping value. J Consum Res 20(4):644–656CrossRef

Balasubramanian S, Peterson RA, Jarvenpaa SL (2002) Exploring the implications of m-commerce for markets and marketing. J Acad Mark Sci 30(4):348–361CrossRef

Baumgartner H, Steenkamp JBE (1996) Exploratory consumer buying behavior: conceptualization and measurement. Int J Res Mark 13(2):121–137CrossRef

Bellenger DN, Korgaonkar PK (1980) Profiling the recreational shopper. J Retail 56(3):77–92

Bhargave R, Mantonakis A, White K (2016) The cue-of-the-cloud effect: when reminders of online information availability increase purchase intentions and choice. J Mark Res 53(5):699–711CrossRef

Bhatnagar A, Ghose S (2004) Online information search termination patterns across product categories and consumer demographics. J Retail 80(3):221–228CrossRef

Bloch PH, Richins ML (1983) A theoretical model for the study of product importance perceptions. J Market 47(3):69–81CrossRef

Chae M, Kim J (2003) What’s so different about the mobile Internet? Commun ACM 46(12):240–247CrossRef

Chatterjee P (2010) Multiple-channel and cross-channel shopping behavior: role of consumer shopping orientations. Market Intell Plan 28(1):9–24CrossRef

Childers TL, Carr CL, Peck J, Carson S (2002) Hedonic and utilitarian motivations for online retail shopping behavior. J Retail 77(4):511–535CrossRef

Chin WW (1998) The partial least squares approach to structural equation modeling. In: Marcoulides GA (ed) Modern methods for business research. Lawrence Erlbaum Associates, Mahwah

Chocarro R, Cortiñas M, Villanueva ML (2013) Situational variables in online versus offline channel choice. Electron Commer Res Appl 12(5):347–361CrossRef

Christodoulides G, Michaelidou N (2010) Shopping motives as antecedents of e-satisfaction and e-loyalty. J Market Manag 27(1–2):181–197CrossRef

Cotten SR, Gupta SS (2004) Characteristics of online and offline health information seekers and factors that discriminate between them. Soc Sci Med 59(9):1795–1806CrossRef

Davis FD, Bagozzi RP, Warshaw PR (1989) User acceptance of computer technology: a comparison of two theoretical models. Manag Sci 35(8):982–1003CrossRef

Davis FD, Bagozzi RP, Warshaw PR (1992) Extrinsic and intrinsic motivation to use computers in the workplace. J Appl Soc Psychol 22(14):1111–1132CrossRef

Eastlick MA, Feinberg RA (1999) Shopping motives for mail catalog shopping. J Bus Res 45(3):281–290CrossRef

Fenech T, O’Cass A (2001) Internet users’ adoption of Web retailing: user and product dimensions. J Prod Brand Manag 10(6):361–381CrossRef

Flavián C, Gurrea R, Orús C (2016) Choice confidence in the webrooming purchase process: the impact of online positive reviews and the motivation to touch. J Consum Behav 15(5):459–476CrossRef

Forsythe S, Liu C, Shannon D, Liu CG (2006) Development of a scale to measure the perceived benefits and risks of online shopping. J Interact Market 20(2):55–57CrossRef

Ganesh J, Reynolds KE, Luckett M, Pomirleanu N (2010) Online shopper motivations, and e-store attributes: an examination of online patronage behavior and shopper typologies. J Retail 86(1):106–115CrossRef

Geyskens I, Gielens K, Dekimpe MG (2002) The market valuation of internet channel additions. J Mark 66(2):102–119CrossRef

Ghose A, Goldfarb A, Han SP (2012) How is the mobile Internet different? Search costs and local activities. Inf Syst Res 24(3):613–631CrossRef

Girard T, Silverblatt R, Korgaonkar P (2002) Influence of product class on preference for shopping on the Internet. J Comp Mediat Commun 8(1):JCM815

Goldsmith RE, Goldsmith EB (2002) Buying apparel over the Internet. J Prod Brand Manag 11(2):89–102CrossRef

Grewal D, Iyer GR, Krishnan R, Sharma A (2003) The Internet and the price–value–loyalty chain. J Bus Res 56(5):391–398CrossRef

GSMA (2013) GSMA Intelligence study predicts one billion LTE connections by 2017

Gupta A, Su BC, Walter Z (2004) An empirical study of consumer switching from traditional to electronic channels: a purchase-decision process perspective. Int J Electron Commer 8(3):131–161CrossRef

Ha YW, Park MC (2013) Antecedents of customer satisfaction and customer loyalty for emerging devices in the initial market of Korea: an equity framework. Psychol Mark 30(8):676–689CrossRef

Ha S, Stoel L (2012) Online apparel retailing: roles of e-shopping quality and experiential e-shopping motives. J Serv Manag 23(2):197–215CrossRef

Ha YW, Kim J, Libaque-Saenz CF, Chang Y, Park MC (2015) Use and gratifications of mobile SNSs: facebook and KakaoTalk in Korea. Telematics Inform 32(3):425–438CrossRef

Harris P, Riley F, Riley D, Hand C (2017) Online and store patronage: A typology of grocery shoppers. Int J Retail Distrib Manag 45(4):419–445CrossRef

Heilman CM, Nakamoto K, Rao AG (2002) Pleasant surprises: Consumer response to unexpected in-store coupons. J Mark Res 39(2):242–252CrossRef

Heitz-Spahn S (2013) Cross-channel free-riding consumer behavior in a multichannel environment: an investigation of shopping motives, socio-demographics and product categories. J Retail Consum Serv 20(6):570–578CrossRef

Hiltunen M, Laukka M, Luomala J (2002) Mobile user experience. IT Press, Edita

Holbrook MB, Hirschman EC (1982) The experiential aspects of consumption: consumer fantasies, feelings, and fun. J Consum Res 9(2):132–140CrossRef

Hu X, Lin Z, Whinston AB, Zhang H (2004) Hope or hype: on the viability of escrow services as trusted third parties in online auction environments. Inform Syst Res 15(3):236–249CrossRef

Huang P, Lurie NH, Mitra S (2009) Searching for experience on the web: an empirical examination of consumer behavior for search and experience goods. J Market 7(2):55–69CrossRef

Inman JJ, Shankar V, Ferraro R (2004) The roles of channel-category associations and geo-demographics in channel patronage. J Mark 68(2):51–71CrossRef

ITU (2016) Measuring the Information Society 2016. International Telecommunication Union, Geneva

Jin B, Sternquist B (2003) The influence of retail environment on price perceptions: an exploratory study of US and Korean students. Int Mark Rev 20(6):643–660CrossRef

Johnson EJ, Bellman S, Lohse GL (2003) Cognitive lock-in and the power law of practice. J Mark 67(2):62–75CrossRef

Jones MA, Reynolds KE, Weun S, Beatty SE (2003) The product-specific nature of impulse buying tendency. J Bus Res 56(7):505–511CrossRef

Kannan P, Chang AM, Whinston AB (2001) Wireless commerce: Marketing issues and possibilities. In: Proceedings of the 34th annual Hawaii international conference on system sciences (HICSS 2001)

Kearney AT (2015) On-solid ground: brick-and-mortar is the foundation of omnichannel retailing

Keen C, Wetzels M, De Ruyter K, Feinberg R (2004) E-tailers versus retailers: which factors determine consumer preferences? J Bus Res 57(7):685–695CrossRef

Keller KL, Staelin R (1987) Effects of quality and quantity of information on decision effectiveness. J Consum Res 14(2):200–213CrossRef

Kleijnen M, De Ruyter K, Wetzels M (2007) An assessment of value creation in mobile service delivery and the moderating role of time consciousness. J Retail 83(1):33–46CrossRef

Kline P (2014) An easy guide to factor analysis. Routledge, New YorkCrossRef

Knox GAH (2006) Modelling and managing customers in a multichannel setting.Dissertations available from ProQuest. Paper AAI3225484. http://repository.upenn.edu/dissertations/AAI3225484

Kollman T, Kuckertz A, Kayser I (2012) Cannibalization or synergy? Consumers’ channel selection in online-offline multichannel systems. J Retail Consum Serv 19(2):186–194CrossRef

Konuş U, Verhoef PC, Neslin SA (2008) Multichannel shopper segments and their covariates. J Retail 84(4):398–413CrossRef

Koufaris M, Kambil A, LaBarbera P (2001) Consumer behavior in web-based commerce: an empirical study. Int J Electron Comm 6(2):115–138CrossRef

Kushwaha T, Shankar V (2007) Single channel vs. multichannel customers: Determinants and value to retailers. Working Paper, Texas A&M University, College Station

Kushwaha T, Shankar V (2013) Are multichannel customers really more valuable? The moderating role of product category characteristics. J Mark 77(4):67–85CrossRef

Kwon KN, Jain D (2009) Multichannel shopping through nontraditional retail formats: variety-seeking behavior with hedonic and utilitarian motivations. J Mark Channels 16(2):149–168CrossRef

Lichtenstein DR, Netemeyer RG, Burton S (1990) Distinguishing coupon proneness from value consciousness: an acquisition-transaction utility theory perspective. J Mark 54(3):54–67CrossRef

Martos-Partal M, González-Benito Ó (2013) Studying motivations of store-loyal buyers across alternative measures of behavioural loyalty. Eur Manag J 31(4):348–358CrossRef

McGoldrick PJ, Collins N (2007) Multichannel retailing: profiling the multichannel shopper. Int Rev Retail Distrib Consum Res 17(2):139–158

Nelson P (1970) Information and consumer behavior. J Polit Econ 78(2):311–329CrossRef

Nelson P (1974) Advertising as information. J Polit Econ 82(4):729–754CrossRef

Ninth Decimal Survey (2014) The role of mobile in US consumers’ omnichannel-path to purchase

Noble SM, Griffith DA, Weinberger MG (2005) Consumer derived utilitarian value and channel utilization in a multi-channel retail context. J Bus Res 58(12):1643–1651CrossRef

Noble SM, Griffith DA, Adjei MT (2006) Drivers of local merchant loyalty: understanding the influence of gender and shopping motives. J Retail 82(3):177–188CrossRef

Nunnally J (1978) Psychometric methods. McGraw-Hill, New York

Oghuma AP, Chang Y, Libaque-Saenz CF, Park MC, Rho JJ (2015) Benefit-confirmation model for post-adoption behavior of mobile instant messaging applications: a comparative analysis of KakaoTalk and Joyn in Korea. Telecommun Policy 39(8):658–677CrossRef

Okazaki S (2009) Social influence model and electronic word of mouth: pC versus mobile internet. Int J Advert 28(3):439–472CrossRef

Oppewal H, Tojib DR, Louvieris P (2013) Experimental analysis of consumer channel-mix use. J Bus Res 66(11):2226–2233CrossRef

Ozok A, Wei J (2010) An empirical comparison of consumer usability preferences in online shopping using stationary and mobile devices: results from a college student population. Electron Commer Res 10(2):111–137CrossRef

Payne JW, Bettman JR, Johnson EJ (1988) Adaptive strategy selection in decision making. J Exp Psychol Learn Mem Cogn 14(3):534–552CrossRef

Persaud A, Azhar I (2012) Innovative mobile marketing via smartphones: are consumers ready? Market Intell Plan 30(4):418–443CrossRef

Peterson RA, Balasubramanian S, Bronnenberg BJ (1997) Exploring the implications of the Internet for consumer marketing. J Acad Mark Sci 25(4):329–346CrossRef

Pew Research Center (2016) Smartphone ownership and Internet usage continues to climb in emerging technologies

Piotrowicz W, Cuthbertson R (2014) Introduction to the special issue information technology in retail: toward omnichannel retailing. Int J Electron Comm 18(4):5–16CrossRef

Rintamäki T, Kanto A, Kuusela H, Spence MT (2006) Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions: evidence from Finaland. Int J Retail Distrib Manag 34(1):6–24CrossRef

Rohm AJ, Swaminathan V (2004) A typology of online shoppers based on shopping motivations. J Bus Res 57(7):748–757CrossRef

Ruggiero TE (2000) Uses and gratifications theory in the 21st century. Mass Commun Soc 3(1):3–37CrossRef

Schoenbachler DD, Gordon GL (2002) Multi-channel shopping: understanding what drives channel choice. J Consum Mark 19(1):42–53CrossRef

Schramm-Klein H, Swoboda B, Morschett D (2007) Internet vs. brick-and-mortar stores: analysing the influence of shopping motives on retail channel choice among internet users. J Custom Behav 6(1):19–36CrossRef

Schröder H, Zaharia S (2008) Linking multi-channel customer behavior with shopping motives: an empirical investigation of a German retailer. J Retail Consum Serv 15(6):452–468CrossRef

Shankar V, O’Driscoll T, Reibstein D (2003) The wireless industry’s killer “B”. Strategy + Business, 31

Shankar V, Venkatesh A, Hofacker C, Naik P (2010) Mobile marketing in the retailing environment: current insights and future research avenues. J Interact Mark 24(2):111–120CrossRef

Shim S, Eastlick MA, Lotz SL, Warrington P (2001) An online prepurchase intentions model: the role of intention to search. J Retail 77(3):397–416CrossRef

Skallerud K, Korneliussen T, Olsen SO (2009) An examination of consumers’ cross-shopping behaviour. J Retail Consum Serv 16(3):181–189CrossRef

Stone GP (1954) City shoppers and urban identification: observations on the social psychology of city life. Am J Sociol 60(1):36–45CrossRef

Statista (2013) Products researched online before purchasing in-store according to U.S. millennial internet users as of December 2013

Tauber EM (1972) Why do people shop? J Mark 36(4):46–49

Tendai M, Crispen C (2009) In-store shopping environment and impulsive buying. Afr J Mark Manag 1(4):102–108

Thomas JS, Sullivan UY (2005) Managing marketing communications with multichannel customers. J Mark 69(4):239–251CrossRef

To PL, Liao C, Lin TH (2007) Shopping motivations on Internet: a study based on utilitarian and hedonic value. Technovation 27(12):774–787CrossRef

Tsai TH, Tseng KC, Chang YS (2017) Testing the usability of smartphone surface gestures on different sizes of smartphones by different age groups of users. Comput Hum Behav 75:103–116CrossRef

Verhoef PC, Neslin SA, Vroomen B (2007) Multichannel customer management: understanding the research-shopper phenomenon. Int J Res Mark 24(2):129–148CrossRef

Watson RT, Pitt LF, Berthon P, Zinkhan GM (2002) U-commerce: expanding the universe of marketing. J Acad Mark Sci 30(4):333–347CrossRef

Weathers D, Sharma S, Wood SL (2007) Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience goods. J Retail 83(4):393–401CrossRef

Weng M, Ding H (2012) E-shopping: an analysis of the uses and gratifications. Modern Appl Sci 6(5):48–63CrossRef

Westbrook RA, Black WC (1985) A motivation-based shopper typology. J Retail 61(1):78–103

Yu C, Bastin M (2010) Hedonic shopping value and impulse buying behavior in transitional economies: a symbiosis in the Mainland China marketplace. J Brand Manag 18(2):105–114CrossRef

Title: Understanding shopping routes of offline purchasers: selection of search-channels (online vs. offline) and search-platforms (mobile vs. PC) based on product types
Authors: Eunhye Kim
Christian Fernando Libaque-Saenz
Myeong-Cheol Park
Publication date: 17-09-2018
Publisher: Springer Berlin Heidelberg
Published in: Service Business / Issue 2/2019
Print ISSN: 1862-8516
Electronic ISSN: 1862-8508
DOI: https://doi.org/10.1007/s11628-018-0384-7

Springer Professional

Abstract

Please log in to get access to your license.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Wirtschaft"

Other articles of this Issue 2/2019

The role of proactive postsales services in supplier innovativeness and customer satisfaction

Does haste always make waste? Service quantity, service quality, and incentives in speed-intensive service firms

Test of an integrative model of travel-related social media users’ switching intentions

Developing a new conceptual framework for experience and value creation

Using voting decisions to identify shocks in the financial services industry

Willingness to reciprocate in virtual health communities: the role of social capital, gratitude and indebtedness