Understanding omni-channel shopping value: A mixed-method study

Elodie Huré, Karine Picot-Coupey () and Claire-Lise Ackermann ()
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Elodie Huré: ESC Rennes School of Business - ESC [Rennes] - ESC Rennes School of Business
Karine Picot-Coupey: IGR-IAE Rennes - Institut de Gestion de Rennes - Institut d'Administration des Entreprises - Rennes - UR - Université de Rennes, CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Claire-Lise Ackermann: Audencia Recherche - Audencia Business School

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Abstract: This paper aims to investigate the omni-channel shopping value (SV) by proposing and empirically testing an omni-channel SV model based on SV literature and omni-channel literature reviews to identify the key omni-channel concept characteristics. A mixed-method design combining quantitative (n = 59) and qualitative (n = 17) methods in an abductive logic was adopted. The four key findings were omni-channel SV is caused by touch points' SV; this causal effect is moderated by omni-channel shopping perceived consistency; but the content and measure of the constructs must be reconceptualized in the omni-channel shopping context; and physical shopping's nature evolves in both its utilitarian and social dimensions.

Keywords: Omni-channel; Shopping value; Seamlessness; Retail digitalization (search for similar items in EconPapers)
Date: 2017-11
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Citations: View citations in EconPapers (49)

Published in Journal of retailing and consumer services, 2017, 39, pp.314 - 330. ⟨10.1016/j.jretconser.2017.08.011⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01595944

DOI: 10.1016/j.jretconser.2017.08.011

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