Pub Date : 2020-12-22DOI: 10.1080/09593969.2020.1864657
Jay P. Carlson
ABSTRACT Retailers may wish to foster high, but not excessively high, consumer purchase quantities of a product. Purchase quantity limits can be used to try to walk that fine line. Two commonly used approaches that retailers use to express purchase quantity limits – offer quantity limits and unit quantity limits – are studied in a setting where a product is offered for a discounted price. An example of a unit quantity limit (UQL) is ‘Limit 2,’ which simply restricts the consumer to a maximum purchase of two units of the discounted product. An offer quantity limit (OQL) of ‘Limit 2 Offers,’ for example, allows the consumer to take advantage of the presented price deal a maximum of two times. Since the price information may specify two or more units, the maximum number of units consumers are allowed to purchase when an OQL is present cannot be determined solely from the number included in the OQL verbiage – the price information must also be considered. A pilot experimental study and main experiment provide evidence strongly suggesting that consumers misunderstand OQLs. The fallacy would harm retailers desiring to stimulate high consumer purchase quantities from a promotion that includes a restriction. Specifically, consumers intend to purchase fewer units when confronted with an OQL rather than an equivalent UQL when one of the two restrictions is imposed on a multiple unit price promotion. This effect is attenuated when the numeric value of the OQL is not a multiple of the units in the price information. The present research is the first to examine how consumers react to OQLs relative to UQLs.
{"title":"A pitfall of using offer quantity limits","authors":"Jay P. Carlson","doi":"10.1080/09593969.2020.1864657","DOIUrl":"https://doi.org/10.1080/09593969.2020.1864657","url":null,"abstract":"ABSTRACT Retailers may wish to foster high, but not excessively high, consumer purchase quantities of a product. Purchase quantity limits can be used to try to walk that fine line. Two commonly used approaches that retailers use to express purchase quantity limits – offer quantity limits and unit quantity limits – are studied in a setting where a product is offered for a discounted price. An example of a unit quantity limit (UQL) is ‘Limit 2,’ which simply restricts the consumer to a maximum purchase of two units of the discounted product. An offer quantity limit (OQL) of ‘Limit 2 Offers,’ for example, allows the consumer to take advantage of the presented price deal a maximum of two times. Since the price information may specify two or more units, the maximum number of units consumers are allowed to purchase when an OQL is present cannot be determined solely from the number included in the OQL verbiage – the price information must also be considered. A pilot experimental study and main experiment provide evidence strongly suggesting that consumers misunderstand OQLs. The fallacy would harm retailers desiring to stimulate high consumer purchase quantities from a promotion that includes a restriction. Specifically, consumers intend to purchase fewer units when confronted with an OQL rather than an equivalent UQL when one of the two restrictions is imposed on a multiple unit price promotion. This effect is attenuated when the numeric value of the OQL is not a multiple of the units in the price information. The present research is the first to examine how consumers react to OQLs relative to UQLs.","PeriodicalId":47139,"journal":{"name":"International Review of Retail Distribution and Consumer Research","volume":"4 1","pages":"358 - 374"},"PeriodicalIF":3.6,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77573548","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-22DOI: 10.1080/09593969.2020.1857294
S. Burt, J. Dawson, U. Johansson, J. Hultman
ABSTRACT The paper reports an interview-based study that considers market driving and market-driven activities within the disaggregated components of the business model. The empirical study is of IKEA in China over a 10 year period. Market orientation is considered as a position on a continuum rather than as binary positions. The components of the business model are developed from the Osterwalder and Pigneur structure. Over the study period, the balance between driven and driving orientations within components of the business model changed in multiple ways. This article’s contribution is the illustration of disaggregating the market orientations of driven or driving activities and associating these with the particular components of the business model and so studying what happens to the driven-driving balance over time. The approach has wider applicability for attempts to understand the dynamics of international retailing.
{"title":"The changing marketing orientation within the business model of an international retailer – IKEA in China over 10 years","authors":"S. Burt, J. Dawson, U. Johansson, J. Hultman","doi":"10.1080/09593969.2020.1857294","DOIUrl":"https://doi.org/10.1080/09593969.2020.1857294","url":null,"abstract":"ABSTRACT The paper reports an interview-based study that considers market driving and market-driven activities within the disaggregated components of the business model. The empirical study is of IKEA in China over a 10 year period. Market orientation is considered as a position on a continuum rather than as binary positions. The components of the business model are developed from the Osterwalder and Pigneur structure. Over the study period, the balance between driven and driving orientations within components of the business model changed in multiple ways. This article’s contribution is the illustration of disaggregating the market orientations of driven or driving activities and associating these with the particular components of the business model and so studying what happens to the driven-driving balance over time. The approach has wider applicability for attempts to understand the dynamics of international retailing.","PeriodicalId":47139,"journal":{"name":"International Review of Retail Distribution and Consumer Research","volume":"18 1","pages":"229 - 255"},"PeriodicalIF":3.6,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80238826","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-10DOI: 10.1080/09593969.2020.1838316
David E. Williams, Jennifer R. Sedgewick, Jane Caulfield
ABSTRACT For both marketing professionals and researchers, what is shiny and new continues to captivate. The latest ‘it’ thing that marketers are gravitating towards is shoppable video where brands and retailers emphasize, entertain and engage consumers with mobile content that is directly ‘shoppable.’ In this new temporal and spatial interactive context, this study dissects the informative content of shoppable videos to develop an initial and comprehensive understanding of mobile shoppable videos. A content analysis of 200 shoppable videos utilizing emotional soft-sell type appeals, utilitarian hard-sell type appeals and humor appeals indicates that utilitarian-focused hard-sell shoppable videos dominate this new landscape thus creating a mobile shopping experience that relies on a hard-sell approach. Under an evolutionary perspective, the content of mobile shoppable videos or ‘digital direct-response ads’ was then compared to the content of direct-response infomercials to account for the modernization bias of digital marketing and explore how the informativeness of shoppable videos evolves and adapts over time. Findings suggest that mobile-designed creative executions adapt the hard-sell standard and feature significantly fewer mentions of price, special offers and guarantees, new ideas, and company research as they contextually adapt. It shows in the future-obsessed digital arena, old and dreary formats can conceptually and practically inform ‘next generation’ ‘revolutionary’ formats, which provides a foundation for future research into mobile shoppable video and updates marketing best practices.
{"title":"Looking backwards to move forwards: assessing the informativeness of mobile shoppable video","authors":"David E. Williams, Jennifer R. Sedgewick, Jane Caulfield","doi":"10.1080/09593969.2020.1838316","DOIUrl":"https://doi.org/10.1080/09593969.2020.1838316","url":null,"abstract":"ABSTRACT For both marketing professionals and researchers, what is shiny and new continues to captivate. The latest ‘it’ thing that marketers are gravitating towards is shoppable video where brands and retailers emphasize, entertain and engage consumers with mobile content that is directly ‘shoppable.’ In this new temporal and spatial interactive context, this study dissects the informative content of shoppable videos to develop an initial and comprehensive understanding of mobile shoppable videos. A content analysis of 200 shoppable videos utilizing emotional soft-sell type appeals, utilitarian hard-sell type appeals and humor appeals indicates that utilitarian-focused hard-sell shoppable videos dominate this new landscape thus creating a mobile shopping experience that relies on a hard-sell approach. Under an evolutionary perspective, the content of mobile shoppable videos or ‘digital direct-response ads’ was then compared to the content of direct-response infomercials to account for the modernization bias of digital marketing and explore how the informativeness of shoppable videos evolves and adapts over time. Findings suggest that mobile-designed creative executions adapt the hard-sell standard and feature significantly fewer mentions of price, special offers and guarantees, new ideas, and company research as they contextually adapt. It shows in the future-obsessed digital arena, old and dreary formats can conceptually and practically inform ‘next generation’ ‘revolutionary’ formats, which provides a foundation for future research into mobile shoppable video and updates marketing best practices.","PeriodicalId":47139,"journal":{"name":"International Review of Retail Distribution and Consumer Research","volume":"2 1","pages":"150 - 181"},"PeriodicalIF":3.6,"publicationDate":"2020-12-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86811318","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-01DOI: 10.1080/09593969.2020.1852096
Michael Groß, Stefanie Sohn
ABSTRACT Current research emphasizes that consumer acceptance of mobile (m-)shopping increases overall order rate and size. However, there has been little knowledge on factors determining this acceptance. This study develops and empirically tests a model explaining the consumer acceptance of m-shopping by incorporating intrinsic (perceived enjoyment) and extrinsic (perceived usefulness, perceived ease of use) behavioural beliefs as well as consumer shopping orientations. A quantitative survey conducted among German smartphone users across different age groups reveals that both intrinsic and extrinsic beliefs determine consumer acceptance of m-shopping, while consumer shopping orientations shape the beliefs of m-shopping. In particular, the greater the consumers’ brand consciousness, novelty-seeking tendency, and impulsiveness the greater the perceived usefulness and/or enjoyment of m-shopping; however, consumers’ convenience consciousness weakens the perceived enjoyment. The results further indicate that the effects of shopping orientations on the beliefs are largely independent of the type of m-shopping touchpoint (i.e., m-app and m-browser). The findings provide recommendations for retailers on how to promote m-shopping and offer scholars a broad and consumer-oriented explanation of the acceptance of m-shopping.
{"title":"Understanding the consumer acceptance of mobile shopping: the role of consumer shopping orientations and mobile shopping touchpoints","authors":"Michael Groß, Stefanie Sohn","doi":"10.1080/09593969.2020.1852096","DOIUrl":"https://doi.org/10.1080/09593969.2020.1852096","url":null,"abstract":"ABSTRACT Current research emphasizes that consumer acceptance of mobile (m-)shopping increases overall order rate and size. However, there has been little knowledge on factors determining this acceptance. This study develops and empirically tests a model explaining the consumer acceptance of m-shopping by incorporating intrinsic (perceived enjoyment) and extrinsic (perceived usefulness, perceived ease of use) behavioural beliefs as well as consumer shopping orientations. A quantitative survey conducted among German smartphone users across different age groups reveals that both intrinsic and extrinsic beliefs determine consumer acceptance of m-shopping, while consumer shopping orientations shape the beliefs of m-shopping. In particular, the greater the consumers’ brand consciousness, novelty-seeking tendency, and impulsiveness the greater the perceived usefulness and/or enjoyment of m-shopping; however, consumers’ convenience consciousness weakens the perceived enjoyment. The results further indicate that the effects of shopping orientations on the beliefs are largely independent of the type of m-shopping touchpoint (i.e., m-app and m-browser). The findings provide recommendations for retailers on how to promote m-shopping and offer scholars a broad and consumer-oriented explanation of the acceptance of m-shopping.","PeriodicalId":47139,"journal":{"name":"International Review of Retail Distribution and Consumer Research","volume":"16 1","pages":"36 - 58"},"PeriodicalIF":3.6,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89260828","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-11-29DOI: 10.1080/09593969.2020.1845224
Mikko Hänninen, Jukka Luoma, L. Mitronen
ABSTRACT As a result of the ongoing digitalization of retailing, we are now seeing increasing interest from actors in the retail value chain to redefine the information standards and protocols through which manufacturers, wholesalers and retailers collaborate and share supply and demand-side data. The purpose of this study is to understand the role of information standards in the retail value chain and the implications that increased standardization has on the sector. Our findings illuminate the strategic implications of information standards on consolidation, competition, and collaboration in the retail value chain, including their potential benefits and drawbacks. We argue that retailers face a risk that rather than a ‘global’ standard for information exchange emerging, adopted by a majority of leading retailers worldwide, and spearheaded by global standard-setting bodies, as well as consultants and technology providers, several ‘local’ information standards may emerge which only ensure the interoperability of particular transaction partners. As such, managers of organisations operating across the retail value chain need to be aware of how both ‘global’ or ‘local’ information standards may represent a two-bladed sword. This conceptual study is one of the first studies to consider the strategic, sector-level implications of information standards in the specific context of the retail sector.
{"title":"Information standards in retailing? A review and future outlook","authors":"Mikko Hänninen, Jukka Luoma, L. Mitronen","doi":"10.1080/09593969.2020.1845224","DOIUrl":"https://doi.org/10.1080/09593969.2020.1845224","url":null,"abstract":"ABSTRACT As a result of the ongoing digitalization of retailing, we are now seeing increasing interest from actors in the retail value chain to redefine the information standards and protocols through which manufacturers, wholesalers and retailers collaborate and share supply and demand-side data. The purpose of this study is to understand the role of information standards in the retail value chain and the implications that increased standardization has on the sector. Our findings illuminate the strategic implications of information standards on consolidation, competition, and collaboration in the retail value chain, including their potential benefits and drawbacks. We argue that retailers face a risk that rather than a ‘global’ standard for information exchange emerging, adopted by a majority of leading retailers worldwide, and spearheaded by global standard-setting bodies, as well as consultants and technology providers, several ‘local’ information standards may emerge which only ensure the interoperability of particular transaction partners. As such, managers of organisations operating across the retail value chain need to be aware of how both ‘global’ or ‘local’ information standards may represent a two-bladed sword. This conceptual study is one of the first studies to consider the strategic, sector-level implications of information standards in the specific context of the retail sector.","PeriodicalId":47139,"journal":{"name":"International Review of Retail Distribution and Consumer Research","volume":"35 1","pages":"131 - 149"},"PeriodicalIF":3.6,"publicationDate":"2020-11-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80798298","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-11-29DOI: 10.1080/09593969.2020.1850502
Andy W. Chen
ABSTRACT This paper examines competition between two main retailers, Wal-Mart and Target, in the context of expansion strategies. I use a structural model assuming that the firms are forward-looking and engage in dynamic strategies forming a Markov perfect equilibrium (MPE). The results show different expansion strategies and the asymmetric impact of the competitor’s presence on each retailer. Target must operate in a comfort zone to benefit from the spillover effects of Wal-Mart’s presence and avoid cannibalizing its own stores. On the other hand, Wal-Mart dominates most market structures and is not impacted significantly by Target. This result can be generalized to the case where small retailers benefit from clustering with their own stores and competitors’ stores. An implication is that competing retailers engage in back-and-forth expansion strategies as one tries to penetrate a market and the other tries to defend. However, unlimited expansion results in cannibalization. The fixed cost for Target also contains a comfort zone due to a quadratic relationship with the number of stores owned, but the relationship is monotonically increasing for Wal-Mart. Another notable result is that Target’s fixed cost per store added can be as high as nine times that of Wal-Mart. Overall, the results show that primary and secondary players can co-exist in the same market to reap benefits despite having different scales of operations. The results provide practical implications for policymakers who can use these insights to design retail and zoning regulations that protect local shops and maintain fair competition.
{"title":"Competitive expansion strategies between retailers: the case of Wal-Mart and Target","authors":"Andy W. Chen","doi":"10.1080/09593969.2020.1850502","DOIUrl":"https://doi.org/10.1080/09593969.2020.1850502","url":null,"abstract":"ABSTRACT This paper examines competition between two main retailers, Wal-Mart and Target, in the context of expansion strategies. I use a structural model assuming that the firms are forward-looking and engage in dynamic strategies forming a Markov perfect equilibrium (MPE). The results show different expansion strategies and the asymmetric impact of the competitor’s presence on each retailer. Target must operate in a comfort zone to benefit from the spillover effects of Wal-Mart’s presence and avoid cannibalizing its own stores. On the other hand, Wal-Mart dominates most market structures and is not impacted significantly by Target. This result can be generalized to the case where small retailers benefit from clustering with their own stores and competitors’ stores. An implication is that competing retailers engage in back-and-forth expansion strategies as one tries to penetrate a market and the other tries to defend. However, unlimited expansion results in cannibalization. The fixed cost for Target also contains a comfort zone due to a quadratic relationship with the number of stores owned, but the relationship is monotonically increasing for Wal-Mart. Another notable result is that Target’s fixed cost per store added can be as high as nine times that of Wal-Mart. Overall, the results show that primary and secondary players can co-exist in the same market to reap benefits despite having different scales of operations. The results provide practical implications for policymakers who can use these insights to design retail and zoning regulations that protect local shops and maintain fair competition.","PeriodicalId":47139,"journal":{"name":"International Review of Retail Distribution and Consumer Research","volume":"71 1","pages":"59 - 77"},"PeriodicalIF":3.6,"publicationDate":"2020-11-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79441380","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-11-05DOI: 10.1080/09593969.2020.1833961
Mikko Hänninen, S. Kwan, L. Mitronen
ABSTRACT The retail sector has gone through major changes over the past three decades. These changes have been made possible by advances in information and communications technology that have enabled new business models, communication tools, technologies, and supply-chain practices to emerge and shape the behavior of actors across the retail value chain. For example, from its initial incarnation as only a separate, albeit small, channel in the retail and marketing mix, e-commerce is now a critical part of a firm’s multi- and omnichannel strategy. In this paper, we synthesize current knowledge drawn from academic retail literature and discuss potential directions for future research. This study contributes to research by developing five research propositions, based on our literature review, to guide researchers to better grasp the technological and digital developments across the retail sector over the next decade or so.
{"title":"From the store to omnichannel retail: looking back over three decades of research","authors":"Mikko Hänninen, S. Kwan, L. Mitronen","doi":"10.1080/09593969.2020.1833961","DOIUrl":"https://doi.org/10.1080/09593969.2020.1833961","url":null,"abstract":"ABSTRACT The retail sector has gone through major changes over the past three decades. These changes have been made possible by advances in information and communications technology that have enabled new business models, communication tools, technologies, and supply-chain practices to emerge and shape the behavior of actors across the retail value chain. For example, from its initial incarnation as only a separate, albeit small, channel in the retail and marketing mix, e-commerce is now a critical part of a firm’s multi- and omnichannel strategy. In this paper, we synthesize current knowledge drawn from academic retail literature and discuss potential directions for future research. This study contributes to research by developing five research propositions, based on our literature review, to guide researchers to better grasp the technological and digital developments across the retail sector over the next decade or so.","PeriodicalId":47139,"journal":{"name":"International Review of Retail Distribution and Consumer Research","volume":"196 1","pages":"1 - 35"},"PeriodicalIF":3.6,"publicationDate":"2020-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77087127","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-07-16DOI: 10.1080/09593969.2020.1781229
Y. Parmar, B. S. Mann, M. Ghuman
ABSTRACT This research investigates how a celebrity endorser in POP (point of purchase) advertising impacts consumer impulse buying, in cases of both high involvement and low involvement products. It also examines the effect of match-up between the celebrity and the product in consumer impulse buying. An experimental study was conducted to gather data for six different situations utilizing a sample of 218 students in India. Independent sample t-test was applied to test the hypotheses of the study. The results reveal that the presence of a celebrity endorser in POP advertising enhances the consumer impulse buying. Further, the celebrity endorsers are more effective in cases of high involvement products as compared to low involvement products, and the celebrity match-up with the product category also influences impulse buying, however, only in case of high involvement products. The research contributes to the celebrity endorsement and impulse buying literature by finding the effect of celebrity endorsers on consumer impulse buying. The findings are highly relevant for retailers and marketing practitioners interested in impulse buying, suggesting another way of influencing consumer impulse buying.
{"title":"Impact of celebrity endorser as in-store stimuli on impulse buying","authors":"Y. Parmar, B. S. Mann, M. Ghuman","doi":"10.1080/09593969.2020.1781229","DOIUrl":"https://doi.org/10.1080/09593969.2020.1781229","url":null,"abstract":"ABSTRACT This research investigates how a celebrity endorser in POP (point of purchase) advertising impacts consumer impulse buying, in cases of both high involvement and low involvement products. It also examines the effect of match-up between the celebrity and the product in consumer impulse buying. An experimental study was conducted to gather data for six different situations utilizing a sample of 218 students in India. Independent sample t-test was applied to test the hypotheses of the study. The results reveal that the presence of a celebrity endorser in POP advertising enhances the consumer impulse buying. Further, the celebrity endorsers are more effective in cases of high involvement products as compared to low involvement products, and the celebrity match-up with the product category also influences impulse buying, however, only in case of high involvement products. The research contributes to the celebrity endorsement and impulse buying literature by finding the effect of celebrity endorsers on consumer impulse buying. The findings are highly relevant for retailers and marketing practitioners interested in impulse buying, suggesting another way of influencing consumer impulse buying.","PeriodicalId":47139,"journal":{"name":"International Review of Retail Distribution and Consumer Research","volume":"14 1","pages":"576 - 595"},"PeriodicalIF":3.6,"publicationDate":"2020-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78733124","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
ABSTRACT Marketing scholars recognize the importance of personality traits in predicting consumer behavior; however, to date, no attempt has been made to understand the impacts of personality on consumers’ perceptions of relationship investment and the process of building loyalty in the context of retailing. The present research extends theories of consumer personality traits to explore the effects of personality traits on perceived relationship investment, relationship quality, and customer loyalty. We obtained data using a questionnaire distributed to 220 consumers of retail apparel stores. We used partial least squares structural equation modeling (PLS-SEM) to estimate the research model. The results show that product category involvement and relationship proneness impact perceived relationship investment, which, in turn, affects satisfaction. Satisfaction contributes to consumer trust and commitment, which, in turn, affect behavioral loyalty. This research has both theoretical and practical implications since it sheds light on the factors that contribute to loyalty. These findings are expected to help retail marketers develop strategies to increase product involvement and relationship proneness to improve consumers’ perceptions of relationship investment and the quality of the relationship, leading to the development of loyalty. This study provides new insight into the retail literature by introducing a novel role of personality traits in the formation of customer loyalty.
{"title":"Exploring the impact of personality traits on perceived relationship investment, relationship quality, and loyalty in the retail industry","authors":"Choukri Menidjel, Anil Bilgihan, Abderrezzak Benhabib","doi":"10.1080/09593969.2020.1781228","DOIUrl":"https://doi.org/10.1080/09593969.2020.1781228","url":null,"abstract":"ABSTRACT Marketing scholars recognize the importance of personality traits in predicting consumer behavior; however, to date, no attempt has been made to understand the impacts of personality on consumers’ perceptions of relationship investment and the process of building loyalty in the context of retailing. The present research extends theories of consumer personality traits to explore the effects of personality traits on perceived relationship investment, relationship quality, and customer loyalty. We obtained data using a questionnaire distributed to 220 consumers of retail apparel stores. We used partial least squares structural equation modeling (PLS-SEM) to estimate the research model. The results show that product category involvement and relationship proneness impact perceived relationship investment, which, in turn, affects satisfaction. Satisfaction contributes to consumer trust and commitment, which, in turn, affect behavioral loyalty. This research has both theoretical and practical implications since it sheds light on the factors that contribute to loyalty. These findings are expected to help retail marketers develop strategies to increase product involvement and relationship proneness to improve consumers’ perceptions of relationship investment and the quality of the relationship, leading to the development of loyalty. This study provides new insight into the retail literature by introducing a novel role of personality traits in the formation of customer loyalty.","PeriodicalId":47139,"journal":{"name":"International Review of Retail Distribution and Consumer Research","volume":"14 1","pages":"106 - 129"},"PeriodicalIF":3.6,"publicationDate":"2020-07-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87848409","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-06-28DOI: 10.1080/09593969.2020.1773896
Edoardo Fornari, S. Grandi, Mario Menegatti, D. Fornari
ABSTRACT The paper aims to study in depth the impact of three pull drivers, namely price, assortment and promotion, on store-switching from Hypermarkets and Supermarkets towards Discounters. Through panel data analysis of IRI-sourced real consumer sales data from the grocery retailing market in Italy, the paper shows that Discounters’ market share increases to the detriment of the two competing store formats when price gap becomes wider and assortment gap narrower. Conversely, an increase in Discounters’ promotion intensity does not seem particularly effective in driving the same store-switching effect. The intensity of sales share trade-off is higher when coming from Supermarkets rather than Hypermarkets. This suggests that competition between Discounters and Supermarkets is intratype, and so fierce that they become direct substitutes for each other. On the contrary, competition between Discounters and Hypermarket is intertype, so that they complement one another as integrated shopping touchpoints.
{"title":"Discounters versus Supermarkets and Hypermarkets: what drives store-switching?","authors":"Edoardo Fornari, S. Grandi, Mario Menegatti, D. Fornari","doi":"10.1080/09593969.2020.1773896","DOIUrl":"https://doi.org/10.1080/09593969.2020.1773896","url":null,"abstract":"ABSTRACT The paper aims to study in depth the impact of three pull drivers, namely price, assortment and promotion, on store-switching from Hypermarkets and Supermarkets towards Discounters. Through panel data analysis of IRI-sourced real consumer sales data from the grocery retailing market in Italy, the paper shows that Discounters’ market share increases to the detriment of the two competing store formats when price gap becomes wider and assortment gap narrower. Conversely, an increase in Discounters’ promotion intensity does not seem particularly effective in driving the same store-switching effect. The intensity of sales share trade-off is higher when coming from Supermarkets rather than Hypermarkets. This suggests that competition between Discounters and Supermarkets is intratype, and so fierce that they become direct substitutes for each other. On the contrary, competition between Discounters and Hypermarket is intertype, so that they complement one another as integrated shopping touchpoints.","PeriodicalId":47139,"journal":{"name":"International Review of Retail Distribution and Consumer Research","volume":"24 1","pages":"555 - 574"},"PeriodicalIF":3.6,"publicationDate":"2020-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84552400","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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