'One brand, three ways to shop': situational variables and multichannel consumer behaviour

By Michael G. Nicholson, Ian Clarke, M. Blakemore. 2002

169 citations recorded by the source corpus.

To counter the growth in online retailing, high street retailers are increasingly adopting multichannel distribution strategies, seeking to target individual consumers via both physical and electronic channels as multiple routes to purchase. In order to develop successful marketing strategies within this environment, however, an understanding of consumer selection between available purchase channels is clearly needed. This paper explores the issue of shopping mode selection from an environmental psychology perspective, applying a traditional Belkian analysis of situational variables in a longitudinal study of consumer channel selection decisions. Preliminary findings from an empirical study of consumers of a leading UK fashion retailer are reported which reveal significant differences in the prevalence of different Belkian variables between shopping modes, suggesting a major role for situational influence during the channel selection process.

Subfields: Information Systems and Management, Marketing

View Paper: https://www.semanticscholar.org/paper/803568e648f476433066b66f6257b1d915b7c921

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In Information Systems and Management

In Marketing

Citations in the corpus

Omnichannel Customer Behavior: Key Drivers of Technology Acceptance and Use and Their Effects on Purchase Intention (2016, background): “Consumers are more likely to select a physical store when they shop for hedonic fashion goods because strong physical environments elevate mood by providing opportunities for social interaction, product evaluation, and sensory stimulation (Nicholson et al., 2002).”
What induces online loyalty? Online versus offline brand images (2009, background): “In-store retailers' expansion to the e-channel has brought tremendous shifts in the retailing paradigm and the market structure (Nicholson, Clarke, and Blakemore, 2002).”