Why do customers choose online or offline channels? A framework of motives and its application in an international context

IF 11 1区 管理学 Q1 BUSINESS Journal of Retailing and Consumer Services Pub Date : 2024-09-05 DOI:10.1016/j.jretconser.2024.104054
Stephan Zielke , Marcin Komor
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Abstract

This study provides a comprehensive and theory-based framework of motives for choosing online or offline channels and analyzes the importance of such motives in different contexts. Based on in-depth interviews conducted in Germany and Poland, we identify 23 motives for channel use. A subsequent survey study with 4000 respondents from both countries reveals that most important motives relate to the search outcome, purchase outcome and utilitarian aspects of the shopping process, while hedonic motives, habits and ethical issues come second. Results further show that Polish respondents are more demanding and rate most motives as more important than German customers, except motives related to maintaining habits and supporting physical stores. We explain these results by different economic conditions and retail structures in Western and Eastern Europe. The results contribute towards understanding consumers’ retailer and channel choice and help retailers to focus on particular motives depending on market and product context.

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客户为何选择在线或离线渠道?动机框架及其在国际环境中的应用
本研究为选择在线或离线渠道的动机提供了一个全面的、基于理论的框架,并分析了这些动机在不同情况下的重要性。根据在德国和波兰进行的深入访谈,我们确定了 23 种渠道使用动机。随后对两国 4000 名受访者进行的调查研究显示,最重要的动机与搜索结果、购买结果和购物过程的功利性有关,而享乐动机、习惯和道德问题则排在第二位。结果还显示,波兰受访者比德国顾客要求更高,对大多数动机的评价也更重要,但与保持习惯和支持实体店有关的动机除外。我们用西欧和东欧不同的经济条件和零售结构来解释这些结果。这些结果有助于理解消费者对零售商和渠道的选择,并帮助零售商根据市场和产品环境重点关注特定动机。
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来源期刊
CiteScore
20.40
自引率
14.40%
发文量
340
审稿时长
20 days
期刊介绍: The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.
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