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Deciphering in-store-online switching in multi-channel retailing context: Role of affective commitment to purchase situation

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  • Jebarajakirthy, Charles
  • Das, Manish
  • Shah, Dhara
  • Shankar, Amit

Abstract

Customers today make a trade-off between online and offline channels to purchase fashion items. The purpose of this research is to examine whether affective commitment to a purchase situation impacts consumers' channel choice (online store or in-store) for fashion purchases. Two between-subjects’ experimental studies were designed to test hypotheses. Binary logistics regression, chi-square test, two-way ANOVA and PROCESS Macro were used to test hypotheses. The findings of study 1 showed that in a high affectively committed purchase situations, consumers prefer to purchase fashion items in-store whereas in low affectively committed purchase situations, they prefer online. Further, hedonic benefits mediate the association between affective commitment and channel selection. Study 2 re-confirmed the findings of study 1 and showed that customer channel choice varies between high and low affective commitment levels depending on customer innovation seeking tendency. This study enriches the multi-channel literature and provide several implications to multi-channel fashion retailers.

Suggested Citation

  • Jebarajakirthy, Charles & Das, Manish & Shah, Dhara & Shankar, Amit, 2021. "Deciphering in-store-online switching in multi-channel retailing context: Role of affective commitment to purchase situation," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    • Handle: RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921003088
    DOI: 10.1016/j.jretconser.2021.102742
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