Le point de vente physique, entre espace de showrooming et espace d’achat

Sandrine Heitz-Spahn (), Lydie Belaud () and Hélène Yildiz ()
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Sandrine Heitz-Spahn: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Lydie Belaud: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Hélène Yildiz: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: The point of sale, between showroom space and purchasing space What could a retailer do in order to retain the consumer who is in the store but who can leave it and to buy the product elsewhere, especially on the Internet? The aim of this research is to identify the factors influencing the consumers' purchasing shopping choices when they are in-store. The construal level theory by Liberman and Trope (1998) shows that the way the consumer construes the purchasing situation influences the choice of the purchasing channel. The Person-Object-Situation paradigm (Punj and Stewart, 1983) sheds an interesting light on the situational factors that may affect the choice of the purchase channel. Results of an experimental study and a series of individual interviews demonstrate that the urgency of the purchase and the price difference between the Internet and the store moderate the relationship between a consumer's level of construal, and the intention to leave the store or not. Avenues of research are suggested to retailers, based on the price and the perceived urgency of the purchase.

Keywords: retailing channels; multichannel behavior; showrooming; construal level theory; Person-Objet-Situation paradigm.; canaux de distribution; omni-canal; théorie des niveaux de représentation; paradigme Personne-Objet-Situation. (search for similar items in EconPapers)
Date: 2018-10-01
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Published in Décisions Marketing, 2018, 91, pp.27-44. ⟨10.7193/DM.091.27.44⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02307979

DOI: 10.7193/DM.091.27.44

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