Investigating the factors driving channel choice and retailer choice in an omni-channel environment

This research provides a consumers' typology based on the choice of channels and the number of retailers visited during two phase of the decision-making process (information search and purchase). Drawing on the Person-Object-Situation paradigm (Belk, 1975a), each group is analyzed in terms of shopping motives and sociodemographics. We also link the profiles to the product categories purchased. A survey was administered online and consisted of investigating respondents' behavior in relation to a non-food goods they had purchased within six months prior to data collection. In terms of practical implications, this research gives insight into the shopping motives driving each profile, which will help retailers to better segment their customers. Results of the structural equation model suggest that product categories have the most significant explanatory power on those behaviors, whereas shopping motives and sociodemographic variables have little significant impact. The results of the multinomial logit analysis show that consumers' channel and retailer choice behaviors tendencies may be based on product categories. Also, getting knowledge on the impact of product category on consumer profile helps retailers to predict which channel will most likely be visited during information search and used for purchase depending on this product ategory.