Behavioral changes of multichannel customers: Their persistence and influencing factors

Xi Li, Wirawan Dony Dahana, Tongmao Li and Jingbo Yuan

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

Abstract: This study addresses how behavioral changes following a new channel's adoption persist over time, and how their patterns vary among customers. We verify the roles of individual behavioral traits reflecting self-selection, marketing exposure, and loyalty in explaining these differences. Based on the elaboration likelihood model and attitude commitment theory, we develop hypotheses to predict these traits' effects on customers' membership in a particular segment with a unique post-adoption behavioral pattern. A latent class model is developed to empirically identify various customer segments and connect behavioral traits to the probability of segment membership. The results reveal that only 25% of the sample exhibits permanent behavioral changes, and most of these tend to buy from numerous stores with intense cross-buying. Approximately 43% of customers who temporarily changed their behaviors were strongly inclined to use multiple shopping channels and spend substantial amounts on hedonic products. The remaining 32% who did not change their purchases appear to be frequent buyers. We also discuss the work's implications for managing multichannel customers.

Keywords: Multichannel marketing; Behavioral change; Segmentation; Latent class model (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920313436

DOI: 10.1016/j.jretconser.2020.102335

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