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Le point de vente physique, entre espace de showrooming et espace d’achat

Author

Listed:
  • Sandrine Heitz-Spahn

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Lydie Belaud

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Hélène Yildiz

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

The point of sale, between showroom space and purchasing space What could a retailer do in order to retain the consumer who is in the store but who can leave it and to buy the product elsewhere, especially on the Internet? The aim of this research is to identify the factors influencing the consumers' purchasing shopping choices when they are in-store. The construal level theory by Liberman and Trope (1998) shows that the way the consumer construes the purchasing situation influences the choice of the purchasing channel. The Person-Object-Situation paradigm (Punj and Stewart, 1983) sheds an interesting light on the situational factors that may affect the choice of the purchase channel. Results of an experimental study and a series of individual interviews demonstrate that the urgency of the purchase and the price difference between the Internet and the store moderate the relationship between a consumer's level of construal, and the intention to leave the store or not. Avenues of research are suggested to retailers, based on the price and the perceived urgency of the purchase.

Suggested Citation

  • Sandrine Heitz-Spahn & Lydie Belaud & Hélène Yildiz, 2018. "Le point de vente physique, entre espace de showrooming et espace d’achat," Post-Print hal-02307979, HAL.
    • Handle: RePEc:hal:journl:hal-02307979
    DOI: 10.7193/DM.091.27.44
    as

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