Multiple-Channel and Cross-Channel Shopping Behavior: Role of Consumer Shopping Orientations

Abstract

Purpose - This research examines the role of consumer shopping orientations on consumer‘s channel choice, cross-channel shopping behavior, and shopping outcomes.

Design/Methodology/Approach - Using multiple sources of data including surveys of store, web, and cross-channel shoppers and their transaction information, we investigate the impact of consumer shopping orientations on comparison-shopping, likelihood of cross-channel usage, purchase outcomes including unplanned purchasing, retailer satisfaction, intent to return/abandon purchases, and share of category purchases.

Findings – Results suggest that high thrift customers patronizing a cross-channel retailer are less likely to search for competitive offerings online or offline than customers patronizing a multiple channel retailer. Further, retailer satisfaction is higher for cross-channel compared to multi-channel retailers irrespective of the transaction channel used by consumers.

Research Limitations/Implications – The data has external validity however it lacks the control possible in laboratory experiments. Future research should examine if the findings can be replicated in multiple retail sectors.

Practical Limitations – These results suggest that brick-and-click retailers can exploit synergies between their channels through OOPS strategies for greater profitability than those who operate multiple independent channels.

Originality/Value – This paper examines managerial implications of multiple independent channel versus cross-channel strategies by retailers using data from customers of a commercial retailer.

Keywords: cross-channel retailer, multi-channel retailer, free-riding, shopping orientations