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From Browsing to Buying and Beyond: The Needs-Adaptive Shopper Journey Model

Author

Listed:
  • Leonard Lee
  • J. Jeffrey Inman
  • Jennifer J. Argo
  • Tim Böttger
  • Utpal Dholakia
  • Timothy Gilbride
  • Koert van Ittersum
  • Barbara Kahn
  • Ajay Kalra
  • Donald R. Lehmann
  • Leigh M. McAlister
  • Venkatesh Shankar
  • Claire I. Tsai

Abstract

We propose a theory-based model of the shopper journey, incorporating the rich literature in consumer and marketing research and taking into account the evolving retailing landscape characterized by significant knowledge, lifestyle, technological, and structural changes. With consumer well-being at its core and shopper needs and motivations as the focus, our needs-adaptive shopper journey model complements and contrasts with existing models. In addition, we identify 12 shopper journey archetypes representing the paths that consumers commonly follow—archetypes that illustrate the workings and applications of our model. We discuss the nature of these archetypes, their relationships with one another, and the psychological states that consumers may experience on these shopper journeys. We also present exploratory empirical studies assessing the component states in the archetypes and mapping the archetypes onto dimensions of shopping motivations. Finally, we lay out a research agenda to help increase understanding of shopper behavior in the evolving retailing landscape.

Suggested Citation

  • Leonard Lee & J. Jeffrey Inman & Jennifer J. Argo & Tim Böttger & Utpal Dholakia & Timothy Gilbride & Koert van Ittersum & Barbara Kahn & Ajay Kalra & Donald R. Lehmann & Leigh M. McAlister & Venkates, 2018. "From Browsing to Buying and Beyond: The Needs-Adaptive Shopper Journey Model," Journal of the Association for Consumer Research, University of Chicago Press, vol. 3(3), pages 277-293.
    • Handle: RePEc:ucp:jacres:doi:10.1086/698414
    DOI: 10.1086/698414
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    Cited by:

    1. Shankar, Venkatesh & Kalyanam, Kirthi & Setia, Pankaj & Golmohammadi, Alireza & Tirunillai, Seshadri & Douglass, Tom & Hennessey, John & Bull, J.S. & Waddoups, Rand, 2021. "How Technology is Changing Retail," Journal of Retailing, Elsevier, vol. 97(1), pages 13-27.
    2. Katharina Dowling & Daniel Guhl & Daniel Klapper & Martin Spann & Lucas Stich & Narine Yegoryan, 2020. "Behavioral biases in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 449-477, May.
    3. Gasparin, Isadora & Panina, Ekaterina & Becker, Larissa & Yrjölä, Mika & Jaakkola, Elina & Pizzutti, Cristiane, 2022. "Challenging the "integration imperative": A customer perspective on omnichannel journeys," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Park, Inyoung & Lee, Jieon & Lee, Daeho & Lee, Changjun & Chung, Won Young, 2022. "Changes in consumption patterns during the COVID-19 pandemic: Analyzing the revenge spending motivations of different emotional groups," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    5. Hsuan‐Yi Chou & Xing‐Yu (Marcos) Chu & Tzu‐Chun Chen, 2022. "The healing effect of cute elements," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(2), pages 565-596, June.
    6. Hu, Tun-I & Tracogna, Andrea, 2020. "Multichannel customer journeys and their determinants: Evidence from motor insurance," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    7. Shavitt, Sharon & Barnes, Aaron J., 2020. "Culture and the Consumer Journey," Journal of Retailing, Elsevier, vol. 96(1), pages 40-54.
    8. Airani, Rajeev & Karande, Kiran, 2022. "How social media effects shape sentiments along the twitter journey?A Bayesian network approach," Journal of Business Research, Elsevier, vol. 142(C), pages 988-997.
    9. Hoyer, Wayne D. & Kroschke, Mirja & Schmitt, Bernd & Kraume, Karsten & Shankar, Venkatesh, 2020. "Transforming the Customer Experience Through New Technologies," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 57-71.
    10. Punj, Girish, 2022. "The effect of shopping goals and in-store mobile device use on purchase outcomes in brick-and-mortar stores," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    11. Verstraeten, Julie & Heeremans, Eva & Geuens, Maggie & Vermeir, Iris, 2023. "How online grocery shopping drives private label food purchases," Journal of Business Research, Elsevier, vol. 167(C).
    12. Chang, Ya Ping & Li, Jingwen, 2022. "Seamless experience in the context of omnichannel shopping： scale development and empirical validation," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    13. Santana, Shelle & Thomas, Manoj & Morwitz, Vicki G., 2020. "The Role of Numbers in the Customer Journey," Journal of Retailing, Elsevier, vol. 96(1), pages 138-154.
    14. Byun, Kate Jeonghee & Park, Jimi & Yoo, Shijin & Cho, Minhee, 2023. "Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions?," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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