Deciphering in-store-online switching in multi-channel retailing context: Role of affective commitment to purchase situation

Charles Jebarajakirthy, Manish Das, Dhara Shah and Amit Shankar

Journal of Retailing and Consumer Services, 2021, vol. 63, issue C

Abstract: Customers today make a trade-off between online and offline channels to purchase fashion items. The purpose of this research is to examine whether affective commitment to a purchase situation impacts consumers' channel choice (online store or in-store) for fashion purchases. Two between-subjects’ experimental studies were designed to test hypotheses. Binary logistics regression, chi-square test, two-way ANOVA and PROCESS Macro were used to test hypotheses. The findings of study 1 showed that in a high affectively committed purchase situations, consumers prefer to purchase fashion items in-store whereas in low affectively committed purchase situations, they prefer online. Further, hedonic benefits mediate the association between affective commitment and channel selection. Study 2 re-confirmed the findings of study 1 and showed that customer channel choice varies between high and low affective commitment levels depending on customer innovation seeking tendency. This study enriches the multi-channel literature and provide several implications to multi-channel fashion retailers.

Keywords: Fashion purchase; Hedonic benefits; In-store and online purchase; Innovation seeking; Multi-channel retailing; Affective commitment (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921003088

DOI: 10.1016/j.jretconser.2021.102742

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