Determinants of Consumers' Purchase Channel Preference in Omni-Channel Retailing

Mobile technology and digitalisation put pressure on retailers to engage in omni-channel retailing. However, to avoid cannibalisation and create synergies, channels must differ and provide a unique service offer to the consumer. Indeed, little is known about what constitutes consumers’ channel preference in omni-channel environments. Thus, the present study evaluates consumers’ purchase channel preference considering benefits and costs. Besides, the role of channel experience and product category is estimated. Results demonstrate that consumers perceive differences between offline and digital channels in terms of utilitarian value, hedonic value and risk, but not in effort. While online and mobile channels are perceived as equally risky, the utilitarian value, hedonic value and effort they involve varies. But, despite the growing relevance of digitalisation, consumers still prefer purchasing offline for two different selected product categories. Thus, the authors offer implications for managerial practice to foster digital purchase channel preference.