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

Schrö der, Hendrik and Silvia Zaharia

Journal of Retailing and Consumer Services, 2008, vol. 15, issue 6, 452-468

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 that most customers use only one channel within a buying process, selecting the channel that best satisfies their shopping motives in each situation. Based on exploratory qualitative and quantitative research, this study identifies five shopping motives: “recreational orientation†, “convenience orientation†, “independence orientation†, “delivery-related risk aversion†and “product- and payment-related risk aversion†. In the majority of the store channels examined in this study (chain stores and bakeries), single-channel users primarily look to satisfy emotional and social needs. Single-channel users of non-store channels (catalogue and online-shop) look for convenience and strive for independence. Multi-channel users, who obtain their information from the online-shop and then make their purchase in the chain store, are combining the independence of online-shop information with the reduction of risks associated with buying products in the chain store. These findings can be used to develop recommendations for managing the individual channels.

Keywords: Multi-channel retailing; Shopping motives; Shopper segments; Perceived risk; Convenience orientation; Independence orientation; Recreational orientation (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (43)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:15:y:2008:i:6:p:452-468

DOI: 10.1016/j.jretconser.2008.01.001

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