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Linking multi-channel customer behavior with shopping motives: An empirical investigation of a German retailer

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  • Schröder, Hendrik
  • Zaharia, Silvia

Abstract

Operating multiple channels, in store as well as non-store, allows a retailer to cater to the different shopping motives of its customers. This research into the buying behavior of 525 customers of a multi-channel retailer that operates five channels in Germany shows that most customers use only one channel within a buying process, selecting the channel that best satisfies their shopping motives in each situation. Based on exploratory qualitative and quantitative research, this study identifies five shopping motives: “recreational orientation†, “convenience orientation†, “independence orientation†, “delivery-related risk aversion†and “product- and payment-related risk aversion†. In the majority of the store channels examined in this study (chain stores and bakeries), single-channel users primarily look to satisfy emotional and social needs. Single-channel users of non-store channels (catalogue and online-shop) look for convenience and strive for independence. Multi-channel users, who obtain their information from the online-shop and then make their purchase in the chain store, are combining the independence of online-shop information with the reduction of risks associated with buying products in the chain store. These findings can be used to develop recommendations for managing the individual channels.

Suggested Citation

  • Schröder, Hendrik & Zaharia, Silvia, 2008. "Linking multi-channel customer behavior with shopping motives: An empirical investigation of a German retailer," Journal of Retailing and Consumer Services, Elsevier, vol. 15(6), pages 452-468.
    • Handle: RePEc:eee:joreco:v:15:y:2008:i:6:p:452-468
    DOI: 10.1016/j.jretconser.2008.01.001
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    References listed on IDEAS

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