The impact of the multi-channel retail mix on online store choice: : Does online experience matter?
By Kristina Melis, Katia Campo, Els Breugelmans, Lien Lamey. 2015
314 citations recorded by the source corpus.
More and more grocery retailers are becoming multi-channel retailers, as they are opening an online alternative next to their traditional offline supermarkets. While the number of multi-channel grocery shoppers is also expanding at a fast growth rate, there are still large differences in online shopping frequency, and as a result, in the levels of experience with buying in the online grocery channel. This study wants to (i) identify the underlying drivers of online store choice and (ii) explore if and how these drivers change when multi-channel shoppers gain online grocery shopping experience. We investigate this question with an online store choice model using purchase data of an extensive UK household panel over a two-year period, covering all multi-channel retailers in the grocery market. Our results show that multi-channel shoppers, at the start of online grocery shopping, tend to select the online store belonging to the same chain as their preferred offline store, especially when the online store is strongly integrated with the offline store in terms of assortment. When online grocery shopping experience increases, multi-channel shoppers’ focus shifts from a comparison within a chain across channels to a comparison across chains within the online channel, resulting in an increasing importance of online assortment attractiveness and online loyalty when choosing an online store.
Subfields: Information Systems and Management, Marketing
View Paper: https://www.semanticscholar.org/paper/0123bac691f961e6659b43c3ac924eb0c969f6bf
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In Information Systems and Management
In Marketing
Citations in the corpus
- Feeling Close From Afar: The Role of Psychological Distance in Offsetting Distrust in Unfamiliar Online Retailers (2016, background): “…with which to assess the retailer’s trustworthiness Please cite this article in press as: Darke, Peter R., et al, Feeling Close Fr in Unfamiliar Online Retailers, Journal of Retailing (xxx, 2016), http://dx Melis et al. 2015; Schlosser, White, and Lloyd 2006; Singh nd Sirdeshmukh 2000; Yoon 2002).”