Engaging consumers on new integrated multichannel retail settings: challenges for retailers

Pantano, Eleonora and Viassone, Milena (2015) Engaging consumers on new integrated multichannel retail settings: challenges for retailers. Journal of Retailing and Consumer Services, 25 . pp. 106-114. ISSN 0969-6989

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Abstract

The rapid diffusion of more channels for shopping posits new challenges for retailers, who need to compete in a complex environment for avoiding the problem of consumer cross-channel free riding. To discourage this behaviour, we propose a new environment where one retailer simultaneously handles more channels. The emerging integrated environment would engage more consumers if compared to the single handled channel, which in turn would avoid switching behaviours towards competitors’ channels. Our empirical research, based on the stimulus-organism-response paradigm, involves a sample of 237 consumers who were asked to explore the new retail settings simulated in a university lab. The results lead us to suggest the effective combination of multiple channels managed by one retailer as the new challenge for scholars and practitioners. We note that our participants showed positive emotional reactions towards the environment, which lead them to choose this environment for purchases.

Item Type: Article
Keywords (uncontrolled): Multichannel marketing, retailing, technology management, shopping experience, consumer behaviour, cross-channel free riding
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 15703
Depositing User: Eleonora Pantano
Date Deposited: 01 May 2015 09:45
Last Modified: 07 Dec 2018 08:29
URI: http://eprints.mdx.ac.uk/id/eprint/15703

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