Multi-Channel Retailing: Function of Consumers' Perceived Benefits and Costs and Retail Synergy

This study investigated the consumers' intention towards multi-channel shopping and the function of synergy in a multi-channel retailing format (i.e., brick-and-mortar stores, catalogs, and the Internet). Two questionnaires were developed, one for the multi-channel consumers and the other for the multi-channel retailers. The structural equation modeling was used to predict the effect of shopping benefits and costs perceived from each channel on the consumer's purchase intention. Data analysis (N = 500) indicated that the purchase intentions were affected by different shopping benefit and cost variables. Qualitative analysis of retailers (N= 10) revealed that the retailers considered synergy to be an important part of their multi-channels. Also, there existed a high level of synergy among the existing three retail channels.

Grantor dc:publisher

University of North Texas

Year dc:date

2003

Author dc:creator

• Pookulangara, Sanjukta Arun

Contributors dc:contributor

• Kim, Youn-Kyung
• Jackson, Reene

• Retail trade.
• Marketing channels.
• multi-channel retailing
• consumers
• consumer shopping
• benefits and costs
• retail synergy

Statement dc:rights

• Public
• Copyright
• Pookulangara, Sanjukta Arun
• Copyright is held by the author, unless otherwise noted. All rights reserved.

Language dc:language

English

Identifier

oclc: 53112476
untcat: b2550464
https://digital.library.unt.edu/ark:/67531/metadc4188/
ark: ark:/67531/metadc4188

OAI identifier oai:identifier

info:ark/67531/metadc4188