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Product categories or personal characteristics: which factor drives channel related and retailer related consumer behavior most?

Abstract : This article provides a holistic view of the drivers of channel related and retailer related consumer behavior in a multichannel retailing environment. The author develop a conceptual model based on the Person-Object-Situation paradigm (Belk, 1975a) and test whether personal characteristics (shopping motives and sociodemographics) or product categories drive consumers' channel related and retailer related behaviors most, and which product categories and personal characteristics specifically influence each behavior. Eight channel related and retailer related consumer behaviors (e.g. cross channel free-riding behavior purchase through the Internet) are considered as the dependant variable. They also test the interaction effect of personal characteristics and product category on these behaviors. The findings reveal that product categories have more impact than personal characteristics. Also, there is no significant interaction effect between product category and personal characteristics. The findings offer managers guidelines for engaging in marketing actions based on ready to use data such as product categories that can predict a tendency toward specific channel-and retailer related behaviors.
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https://hal.univ-lorraine.fr/hal-01697829
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Submitted on : Thursday, February 1, 2018 - 9:42:37 AM
Last modification on : Monday, March 29, 2021 - 11:30:03 AM

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Sandrine Heitz-Spahn, Hélène Yildiz. Product categories or personal characteristics: which factor drives channel related and retailer related consumer behavior most?. International Marketing Trends Conference, Jan 2015, Paris, France. ⟨hal-01697829⟩

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