Type of Publication: Article in Journal

Linking multi-channel customer behavior with shopping motives - An empirical investigation of a German retailer

Author(s):

Schröder, H.; Zaharia, S.

Title of Journal:

Journal of Retailing and Consumer Services

Volume (Publication Date):

15 (2008)

pages:

452-468

Language:

Englisch

Keywords:

Multi-channel retailing, Shopping motives, Shopper segments, Perceived risk, Convenience orientation, Independence orientation, Recreational orientation

Citation:

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Abstract

Operating multiple channels, in store as well as non-store, allows a retailer to cater to the different shopping motives of its customers.This research into the buying behavior of 525 customers of a multi-channel retailer that operates five channels in Germany shows thatmost customers use only one channel within a buying process, selecting the channel that best satisfies their shopping motives in eachsituation. Based on exploratory qualitative and quantitative research, this study identifies five shopping motives: ‘‘recreationalorientation’’, ‘‘convenience orientation’’, ‘‘independence orientation’’, ‘‘delivery-related risk aversion’’ and ‘‘product- and paymentrelatedrisk aversion’’. In the majority of the store channels examined in this study (chain stores and bakeries), single-channel usersprimarily look to satisfy emotional and social needs. Single-channel users of non-store channels (catalogue and online-shop) look forconvenience and strive for independence. Multi-channel users, who obtain their information from the online-shop and then make theirpurchase in the chain store, are combining the independence of online-shop information with the reduction of risks associated withbuying products in the chain store. These findings can be used to develop recommendations for managing the individual channels.r 2008 Elsevier Ltd. All rights reserved.