Variety of shopping modes: theoretical framework, pivotal factors, and managerial implications
Abstract
With the development of e-commerce and smartphones, consumers can use a variety of shopping modes (i.e., showrooming, webrooming, and completely offline/online shopping), each of which provides specific advantages in terms of price, assortment, service, etc. Using a great variety of these shopping modes can confer many benefits. However, previous studies have found evidence of sizable segments of consumers who typically avoid using a great variety of shopping modes. To understand the contrast in consumers’ variety of shopping modes, we propose a theoretical framework and measure the effect of the desired variety in the information-seeking and purchase processes. Results – from a representative sample of the Spanish consumers – confirm that the variety of shopping modes pivots on the extent to which e-commerce use, smartphone use, offline and online interactivity, and online device interchangeability differ. Better understanding the variety of shopping modes may help marketers adjust their channel strategies to the actual preferences of different consumer segments and assess the economic viability of an omnichannel approach.
Keyword : shopping behaviour, consumer segmentation, e-commerce, showrooming, webrooming, channel management
How to Cite
Redondo, I., & Charron, J.-P. (2023). Variety of shopping modes: theoretical framework, pivotal factors, and managerial implications. Journal of Business Economics and Management, 24(5), 857–876. https://doi.org/10.3846/jbem.2023.20438
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Herhausen, D., Kleinlercher, K., Verhoef, P. C., Emrich, O., & Rudolph, T. (2019). Loyalty Formation for Different Customer Journey Segments. Journal of Retailing, 95(3), 9–29. https://doi.org/10.1016/j.jretai.2019.05.001
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Bawa, K. (1990). Modeling inertia and variety seeking tendencies in brand choice behavior. Marketing Science, 9(3), 263–278. https://doi.org/10.1287/mksc.9.3.263
Berry, C., Kees, J., & Burton, S. (2022). Drivers of data quality in advertising research: Differences across MTurk and professional panel samples. Journal of Advertising, 51(4), 515–529. https://doi.org/10.1080/00913367.2022.2079026
Blake, B. F., Neuendorf, K. A., & Valdiserri, C. M. (2003). Innovativeness and variety of Internet shopping. Internet Research, 13(3), 156–169. https://doi.org/10.1108/10662240310478187
Burns, D. J. (2006). Consumers’ decision-making style: Relationships with attitude toward consumer free-riding activity. Marketing Management Journal, 16(1), 148–157. http://www.mmaglobal.org/publications/MMJ/MMJ-Issues/2006-Spring/MMJ-2006-Spring-Vol16-Issue1-Burns-pp148-157.pdf
Chiu, H.-C., Hsieh, Y.-C., Roan, J., Tseng, K.-J., & Hsieh, J.-K. (2011). The challenge for multichannel services: Cross-channel free-riding behavior. Electronic Commerce Research and Applications, 10(2), 268–277. https://doi.org/10.1016/j.elerap.2010.07.002
Colla, E., & Lapoule, P. (2012). E‐commerce: Exploring the critical success factors. International Journal of Retail & Distribution Management, 40(11), 842–864. https://doi.org/10.1108/09590551211267601
Cui, T. H., Ghose, A., Halaburda, H., Iyengar, R., Pauwels, K., Sriram, S., Tucker, C., & Venkataraman, S. (2021). Informational challenges in omnichannel marketing: Remedies and future research. Journal of Marketing, 85(1), 103–120. https://doi.org/10.1177/0022242920968810
De Keyser, A., Schepers, J., & Konuş, U. (2015). Multichannel customer segmentation: Does the after-sales channel matter? A replication and extension. International Journal of Research in Marketing, 32(4), 453–456. https://doi.org/10.1016/j.ijresmar.2015.09.005
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Flavián, C., Gurrea, R., & Orús, C. (2016). Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch. Journal of Consumer Behaviour, 15(5), 459–476. https://doi.org/10.1002/cb.1585
Frasquet, M., Ieva, M., & Ziliani, C. (2021). Online channel adoption in supermarket retailing. Journal of Retailing and Consumer Services, 59, Article 102374. https://doi.org/10.1016/j.jretconser.2020.102374
Gelman, A., & Hill, J. (2006). Data analysis using regression and multilevel/hierarchical models. Cambridge University Press.
Gensler, S., Neslin, S. A., & Verhoef, P. C. (2017). The showrooming phenomenon: It’s more than just about price. Journal of Interactive Marketing, 38, 29–43. https://doi.org/10.1016/j.intmar.2017.01.003
Gullo, K., Berger, J., Etkin, J., & Bollinger, B. (2019). Does time of day affect variety-seeking? Journal of Consumer Research, 46(1), 20–35. https://doi.org/10.1093/jcr/ucy061
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). Pearson Education.
Hajdas, M., Radomska, J., & Silva, S. C. (2022). The omni-channel approach: A utopia for companies? Journal of Retailing and Consumer Services, 65, Article 102131. https://doi.org/10.1016/j.jretconser.2020.102131
Hansberger, J. T., Schunn, C. D., & Holt, R. W. (2006). Strategy variability: How too much of a good thing can hurt performance. Memory & Cognition, 34(8), 1652–1666. https://doi.org/10.3758/BF03195928
Hansson, L., Holmberg, U., & Post, A. (2022). Reorganising grocery shopping practices – the case of elderly consumers. International Review of Retail, Distribution and Consumer Research, 32(4), 351–369. https://doi.org/10.1080/09593969.2022.2085137
Herhausen, D., Kleinlercher, K., Verhoef, P. C., Emrich, O., & Rudolph, T. (2019). Loyalty Formation for Different Customer Journey Segments. Journal of Retailing, 95(3), 9–29. https://doi.org/10.1016/j.jretai.2019.05.001
Hernando-Cuñado, J., Colvin-Díez, J., & Enríquez-Román, J. (2019). Mercadona – A successful business case. Academicus International Scientific Journal, 20, 128–141. https://doi.org/10.7336/academicus.2019.20.10
Holyoak, K. J. (1991). Symbolic connectionism: Toward third-generation theories of expertise. In K. A. Ericsson & J. Smith (Eds.), Toward a general theory of expertise: Prospects and limits (pp. 301–335). Cambridge University Press.
Jiao, C., & Hu, B. (2022). Showrooming, webrooming, and operational strategies for competitiveness. Production and Operations Management, 31(8), 3217–3232. https://doi.org/10.1111/poms.13747
Kamboj, S., & Gupta, S. (2020). Use of smart phone apps in co-creative hotel service innovation: An evidence from India. Current Issues in Tourism, 23(3), 323–344. https://doi.org/10.1080/13683500.2018.1513459
Kondo, F. N., & Okubo, T. (2022). Understanding multi-channel consumer behavior: A comparison between segmentations of multi-channel purchases by product category and overall products. Journal of Retailing and Consumer Services, 64, Article 102792. https://doi.org/10.1016/j.jretconser.2021.102792
Konuş, U., Verhoef, P. C., & Neslin, S. A. (2008). Multichannel shopper segments and their covariates. Journal of Retailing, 84(4), 398–413. https://doi.org/10.1016/j.jretai.2008.09.002
Kumar, V., & Venkatesan, R. (2005). Who are the multichannel shoppers and how do they perform? Correlates of multichannel shopping behavior. Journal of Interactive Marketing, 19(2), 44–62. https://doi.org/10.1002/dir.20034
Kwon, O., Singh, T., & Kim, S. (2023). The competing roles of variety seeking in new brand adoption. Journal of Retailing and Consumer Services, 72, Article 103283. https://doi.org/10.1016/j.jretconser.2023.103283
Lindquist, J. D., & Kaufman-Scarborough, C. J. (2007). The polychronic-monochronic tendency model: PMTS scale development and validation. Time & Society, 16(2–3), 253–285. https://doi.org/10.1177/0961463X07080270
Lovett, M. C., & Schunn, C. D. (1999). Task representations, strategy variability, and base-rate neglect. Journal of Experimental Psychology: General, 128(2), 107–130. https://doi.org/10.1037/0096-3445.128.2.107
Mahatanankoon, P. (2007). The effects of personality traits and optimum stimulation level on text-messaging activities and m-commerce intention. International Journal of Electronic Commerce, 12(1), 7–30. https://doi.org/10.2753/JEC1086-4415120101
Martenson, R. (2018). Curiosity motivated vacation destination choice in a reward and variety-seeking perspective. Journal of Retailing and Consumer Services, 41, 70–78. https://doi.org/10.1016/j.jretconser.2017.11.009
Menon, S., & Kahn, B. E. (1995). The impact of context on variety seeking in product choices. Journal of Consumer Research, 22(3), 285–295. https://doi.org/10.1086/209450
Mishra, R., Singh, R. K., & Koles, B. (2021). Consumer decision-making in omnichannel retailing: Literature review and future research agenda. International Journal of Consumer Studies, 45(2), 147–174. https://doi.org/10.1111/ijcs.12617
Mittelstaedt, R. A., Grossbart, S. L., Curtis, W. W., & DeVere, S. P. (1976). Optimal stimulation level and the adoption decision process. Journal of Consumer Research, 3(2), 84–94. https://doi.org/10.1086/208655
Mladenow, A., Mollova, A., & Strauss, C. (2018). Mobile technology contributing to omni-channel retail. In Proceedings of the 16th International Conference on Advances in Mobile Computing and Multimedia (pp. 92–101). https://doi.org/10.1145/3282353.3282371
Mohan, G., Sivakumaran, B., & Sharma, P. (2012). Store environment’s impact on variety seeking behavior. Journal of Retailing and Consumer Services, 19(4), 419–428. https://doi.org/10.1016/j.jretconser.2012.04.003
Montaguti, E., Neslin, S. A., & Valentini, S. (2015). Can marketing campaigns induce multichannel buying and more profitable customers? A field experiment. Marketing Science, 35(2), 201–217. https://doi.org/10.1287/mksc.2015.0923
Neslin, S. A. (2022). The omnichannel continuum: Integrating online and offline channels along the customer journey. Journal of Retailing, 98(1), 111–132. https://doi.org/10.1016/j.jretai.2022.02.003
Papagiannidis, S., Alamanos, E., Bourlakis, M., & Dennis, C. (2023). The pandemic consumer response: A stockpiling perspective and shopping channel preferences. British Journal of Management, 34(2), 664–691. https://doi.org/10.1111/1467-8551.12616
Papatla, P., & Bhatnagar, A. (2002). Shopping style segmentation of consumers. Marketing Letters, 13(2), 91–106. https://doi.org/10.1023/A:1016089718390
Polites, G. L., & Karahanna, E. (2012). Shackled to the status quo: The inhibiting effects of incumbent system habit, switching costs, and inertia on new system acceptance. MIS Quarterly, 36(1), 21–42. https://doi.org/10.2307/41410404
Porter, C. O. L. H., Outlaw, R., Gale, J. P., & Cho, T. S. (2019). The use of online panel data in management research: A review and recommendations. Journal of Management, 45(1), 319–344. https://doi.org/10.1177/0149206318811569
Quach, S., Barari, M., Moudrý, D. V., & Quach, K. (2022). Service integration in omnichannel retailing and its impact on customer experience. Journal of Retailing and Consumer Services, 65, Article 102267. https://doi.org/10.1016/j.jretconser.2020.102267
Raju, P. S. (1980). Optimum stimulation level: Its relationship to personality, demographics, and exploratory behavior. Journal of Consumer Research, 7(3), 272–282. https://doi.org/10.1086/208815
Rohm, A. J., & Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of Business Research, 57(7), 748–757. https://doi.org/10.1016/S0148-2963(02)00351-X
Saha, K., & Bhattacharya, S. (2020). Look before you leap: Economics of being an omnichannel retailer. Operations and Supply Chain Management, 13(3), 256–268. https://doi.org/10.31387/oscm0420267
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