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Understanding omni-channel shopping value: A mixed-method study

Author

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  • Huré, Elodie
  • Picot-Coupey, Karine
  • Ackermann, Claire-Lise

Abstract

This paper aims to investigate the omni-channel shopping value (SV) by proposing and empirically testing an omni-channel SV model based on SV literature and omni-channel literature reviews to identify the key omni-channel concept characteristics. A mixed-method design combining quantitative (n = 59) and qualitative (n = 17) methods in an abductive logic was adopted. The four key findings were omni-channel SV is caused by touch points’ SV; this causal effect is moderated by omni-channel shopping perceived consistency; but the content and measure of the constructs must be reconceptualized in the omni-channel shopping context; and physical shopping's nature evolves in both its utilitarian and social dimensions.

Suggested Citation

  • Huré, Elodie & Picot-Coupey, Karine & Ackermann, Claire-Lise, 2017. "Understanding omni-channel shopping value: A mixed-method study," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 314-330.
    • Handle: RePEc:eee:joreco:v:39:y:2017:i:c:p:314-330
    DOI: 10.1016/j.jretconser.2017.08.011
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