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Multichannel presence, boon or curse?: A comparison in price, loyalty, regret, and disappointment

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  • Mookherjee, Satadruta
  • Lee, Jennifer J.
  • Sung, Billy

Abstract

Despite the many advantages of multichannel retail, this paper raises certain issues that may pose various pitfalls to the retailer. We focus on how varying the price and loyalty conditions may instigate complex emotional responses that can adversely affect the retailer. We adopt a multi-method approach across three studies, combining facial expression analysis (Study 1), scenario-based experiments, and a self-reported survey (Studies 2 & 3). Our findings show how inconsistent pricing in online and offline stores influences consumers’ regret and disappointment, which in turn impact their post-purchase behaviours of returning or retaining the product. The research contributes both theoretically and managerially by delving into the emotional responses of consumers to promotional discrepancies in multichannel retail.

Suggested Citation

  • Mookherjee, Satadruta & Lee, Jennifer J. & Sung, Billy, 2021. "Multichannel presence, boon or curse?: A comparison in price, loyalty, regret, and disappointment," Journal of Business Research, Elsevier, vol. 132(C), pages 429-440.
    • Handle: RePEc:eee:jbrese:v:132:y:2021:i:c:p:429-440
    DOI: 10.1016/j.jbusres.2021.04.041
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    2. Wang, Siqi & Cheah, Jun-Hwa & Lim, Xin-Jean & Leong, Yee Choy & Choo, Wei Chong, 2022. "Thanks COVID-19, I'll reconsider my purchase: Can fear appeal reduce online shopping cart abandonment?," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Shen, Yinhai & Zhang, Qing & Zhang, Zhichao & Ma, Xinyu, 2022. "Omnichannel retailing return operations with consumer disappointment aversion," Operations Research Perspectives, Elsevier, vol. 9(C).
    4. Teng, Hongxin & Xia, Qinying & Shou, Jiayi & Zhao, Jing, 2023. "Positive or negative spillover? The influence of online channel satisfaction on offline channel adoption," Journal of Business Research, Elsevier, vol. 154(C).

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