An Empirical Analysis of Shopping Behavior Across Online and Offline Channels for Grocery Products: The Moderating Effects of Household and Product Characteristics
By Junhong Chu, M. Arce-Urriza, José-Javier Cebollada-Calvo, Pradeep Chintagunta. 2010
233 citations recorded by the source corpus.
We study the moderating effects of household (e.g., shopping frequency) and product (e.g., sensory nature) characteristics on household brand loyalty, size loyalty and price sensitivity across online and offline channels for grocery products. We analyze the shopping behavior of the same households that shop interchangeably in the online and offline stores of the same grocery chain in 93 categories of food, non-food, sensory and non-sensory products. We find that households are more brand loyal, more size loyal but less price sensitive in the online channel than in the offline channel. Brand loyalty, size loyalty and price sensitivity are closely related to household and product characteristics. Light online shoppers exhibit the highest brand and size loyalties, but the lowest price sensitivity in the online channel. Heavy online shoppers display the lowest brand and size loyalties, but the highest price sensitivity in the online channel. Moderate online shoppers exhibit the highest price sensitivity in the offline channel. The online–offline differences in brand loyalty and price sensitivity are largest for light online shoppers and smallest for heavy online shoppers. The online–offline differences in brand loyalty, size loyalty and price sensitivity are larger for food products and for sensory products.
Subfields: Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/0c30796e6233ed8f160d832eebc302e8bc758792
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Citations in the corpus
- The impact of the multi-channel retail mix on online store choice: : Does online experience matter? (2015, result): “In addition, while previous research also pointed to lower price sensitivity in the online compared to the offline channel (Chu et al. 2008; Chu et al. 2010; Zhang & Breugelmans 2012), there can be other mechanisms in an online store’s pricing strategy that affect consumers’ purchase behavior.”
- Clicks as a Healthy Alternative to Bricks: How Online Grocery Shopping Reduces Vice Purchases (2017, background): “…grocery customers tend to be older, more educated, and wealthier; Morganosky and Cude 2002), we follow prior research and focus on mixed-channel customers, who shop both online and offline (Chu, Chintagunta, and Cebollada 2008; Chu et al. 2010; Pozzi 2013; Shankar, Smith, and Rangaswamy 2003).”
- Buying Groceries in Brick and Click Stores: Category Allocation Decisions and the Moderating Effect of Online Buying Experience (2015, background): “Prior research has also shown that households tend to be more brand loyal and size loyal, but less price sensitive in the online channel than in the offline channel (Chu et al. 2010).”