The effect of COVID-19 on consumers’ channel shopping behaviors: A segmentation study

COVID-19, combined with firms' multichannel adjustments, has accelerated changes in consumer shopping behaviors. This paper explores these issues through a segmentation study to examine consumers’ pre- and during-COVID-19 channel shopping behavior. Using survey data from 485 U.S. participants, Latent Profile Analysis identified six segments that vary in three dimensions: in-store vs. online behavior pre-COVID-19, in-store vs. online behavior during-COVID-19, and the change in channel shopping behavior from pre- to during-COVID-19. Motivation (utilitarian and hedonic), opportunity (time and physical), and ability play significant roles in explaining the findings, while psychographic and demographic variables play lesser roles. Further analysis revealed that these segments have different channel switching intentions when the focal retailer closed its physical store. These findings add greater understanding and support to the assumption that consumers more frequently shopped online than in-store during- than pre-COVID-19. In sum, this research addresses how changes in the shopping environment may affect consumer segments and their behavior.     

Consumer shopping value: An investigation of shopping trip value,in-store shopping value and retail format

Although delivering value is the key for retailers to create new competitive advantages, the literature on consumer shopping value is fragmented and findings are inconsistent. This study aimed to understand consumer shopping value in-depth by examining consumer shopping processes and experiences in two retail formats: mass merchandisers and department stores. This study conceptualizes consumer shopping value as having two components: shopping trip value and in-store shopping value. Shopping trip value is originated by fulfillment of general shopping motivations, and in-store shopping value stems from retail elements that create in-store shopping experiences that consumers have in specific retail contexts. Five shopping trip value dimensions and six in-store shopping value dimensions are identified from the in-depth interviews. The findings highlight how consumer shopping value is a complex and context specific construct.     

The Influence of Consumers’ Cognitive and Psychographic Traits on Perceived Deception: A Comparison Between Online and Offline Retailing Contexts

In this article, we examine the role of several consumers’ cognitive and psychographic traits in their perceptions of retailers’ deceptive practices (perceived deception) and the different effects on perceived deception associated with online vis-à-vis in-store shopping. Building on theoretical models of persuasion in consumer behavior, we hypothesize that the antecedents of perceived deception in traditional settings are the same as those on the Internet, while the intensity of the impact of these antecedents differs between the online and the offline environment. Results suggest that the effects of individual’s cognitive traits (Internet-based information search and perceived Internet usefulness) and risk aversion on perceived deception are more relevant when consumers shop online than when they purchase from traditional stores. Conversely, psychographic traits (shopping enjoyment and materialism) play a more important role in explaining perceived deception in the traditional shopping context as compared to the online channel. Several theoretical and managerial implications are derived from these findings.     

The impact of “e-atmospherics” on physical stores

Marketing literature abounds with discussions of the importance of environmental and atmospheric variables for determining the consumer shopping experience. Through a field a study conducted in a toy brand flagship store, this research studies the effects of using two technologies in a physical toy store (magic mirror with augmented reality, interactive game terminals) on holistic perceptions of store atmospherics, affective reactions, and perceived shopping values, which should have consequences for satisfaction and patronage intentions. These results offer an initial exploration of the effect of new technologies on shopping experiences in physical stores; they confirm that digital in-store technologies and generalized multichannel consumer behaviors reduce boundaries between classical in-store atmospherics and e-atmospherics.     

Female consumers: Decision-making in brand-driven retail

This article is a theory-building exploratory study conducted to investigate how female shoppers make meaning in a branded-retail store shopping experience. This study extends research on retail consumers' decision-making and the retail shopping experience using hermeneutic phenomenology. The authors conducted in-depth interviews with respondents, who were self-identified customers of a leading intimate apparel retailer. The results suggest that consumers' retail shopping decision-making incorporates a complex set of interactive components that are brand-driven and simultaneously affect and are affected by the interaction of in-store shopping and retail setting. The findings show a rich understanding of the consumer decision-making process is achievable by including the actual in-store experience, consumers' prior contextual experiences and expectations regarding retail visits.     

What affects shopper’s choices of carrying devices in grocery retailing and what difference does it make? A literature review and conceptual model

Shopping carts, dating back at least to 1936, are not only used as an aid for shoppers to increase sales but are now being further developed and tested in relation to healthy food selection. To improve retailers’ ability to discover, generate, and capture the value related to both current practice and future innovations; such as consumers using smart carts when shopping, we systematically go through the empirical literature on carrying equipment in in-store shopping. We expose how limited the literature is by revealing the scarce number of studies on the effectiveness of baskets and carts on consumer behavior and especially when classified into different research themes. The contribution is a systematic literature review and a conceptual framework covering the most important factors affecting the choice of in-store carrying equipment, as well as the consequences of these choices in terms of in-store behaviors and transactional outcomes.     

Omnichannel-based promotions’ effects on purchase behavior and brand image

This paper examines the effects of utilizing consumers’ digital shopping traces when designing in-store promotions on purchase behavior and brand image. In two experimental studies with 526 and 550 espondents, the authors examine the effects of omnichannel-based promotions (e.g. using digital shopping trace to offer a promotion when the consumer enters the physical store) in two different product categories (utilitarian vs. hedonic), spontaneous/planned purchases and two different retail industries (durable good vs. travel). The results show that retailers benefit from using digital shopping traces as it increases purchases and enhances brand imagery. The effects are moderated by product category and type of purchase.     

Effects of in-store information quality and store credibility on consumer engagement in green retailing

Literature has reported that store-level information is crucial in determining consumer engagement with green stores. This study examines the effects of in-store (green) information quality on consumer engagement behaviours and mediating effects of store credibility. Moreover, the study reveals whether consumer passion for the environment moderates the effect of in-store (green) information quality on store credibility. Statistical analyses of useable data from 763 respondents examined the relationships. Credibility emerged as a key mechanism to enhance the effects of information quality on consumer engagement. Thus, this study extends theoretical discussions on information quality, consumer passion, and consumer engagement for green retailing.     

Effects of in-store live stream on consumers’ offline purchase intention

Live stream marketing through social media has attracted the attention of digital retailing marketers in recent years. However, there is a lack of evidence in understanding the influence of in-store live stream on offline purchase intentions. This study aimed to investigate the influence patterns of environmental stimuli on consumers' intention to purchase offline/in-store after watching an in-store live stream session. The Stimuli-Organism-Response (SOR) model was employed as the theoretical framework, and a structured questionnaire was used to collect data from individuals who had previous experience with in-store live stream marketing. Structural equation modelling was then applied for data analysis, with a total of 234 valid responses. The findings revealed that environmental stimuli have a significant positive effect on consumers' intentions to make in-store purchases, and the attitudes towards influencers and products substantially mediate the relationship between stimuli and purchase intention. More specifically, consumer attitude towards products has a pronounced effect on whether they will make an in-store purchase. The novelty of this research lies in its investigation of the impact that live stream marketing has on offline or in-store shopping experiences. This contrasts with the majority of existing live stream studies, which focus on consumers’ online shopping experiences. In addition, this study broadens the scope of the application of the SOR model to contribute to the growing body of literature on live stream marketing.     

I’ll Be Watching You: Shoppers’ Reactions to Perceptions of Being Watched by Employees

This research fills a gap in the retailing literature regarding the impact of shoppers’ perceptions of being watched while shopping for embarrassing products. Four studies consistently show that an employee watching a shopper can cause the shopper to either permanently or temporarily leave the shopping area as purchase intentions decrease. Reactance theory explains this relationship, which is mediated by consumers’ feelings of control over their own privacy. Essentially, when shoppers believe an employee is watching them, they feel less in control of their privacy, resulting in negative consequences for the retailer. This relationship is especially important for products that consumers may already feel some level of embarrassment over purchasing in the first place. The results have important theoretical implications for reactance theory by demonstrating that a consumer can regain control even when the original threat to behavior still exists. Additionally, increasing options that allow a consumer to regain control will reduce the overall reactance to the threat to privacy and will improve retailer outcomes. Practitioner recommendations present several techniques that allow the consumer to regain privacy control in spite of the sometimes necessary practice of watching in-store consumers.     

The effects of in-store themed events on consumer store choice decisions

Retailers are increasingly using in-store events to provide shoppers with unique experiences that will enhance shopping value and help differentiate their stores from competitors. However, relatively little is known about how consumers respond to experiential retail events in terms of their store choice decisions. The purpose of this research was to find out how in-store retail events affect consumers in terms of their store choice decisions. The paper presents findings from a discrete choice experiment that manipulated the presence of different types of in-store themed events in a do-it-yourself (DIY) category. Participants were 312 randomly recruited residents of Melbourne, Australia, who had recently shopped at a hardware store. The experiment was implemented as a mail-back survey. Using logit models the authors assess the effects of the in-store events along with those of various traditional store attributes, including store appearance, price image and distance, on consumer store choice decisions.     

Consumer showrooming: Value co-destruction

PurposeThis research employs value co-destruction as a theoretical lens to investigate the antecedents of consumer showrooming behavior. Drawing on relevant literature, a research model specifying showrooming dynamics from the consumer's perspective is conceptualized and empirically tested.MethodologyUtilizing survey data from 275 consumers, structural equation modelling is employed to assess a research model including thirteen hypotheses.FindingsThe study findings reveal that showrooming behavior is complex and comprises differing degrees of accumulative value co-destruction and value co-creation behavior across online and offline channels. Specifically, consumer characteristics, channel characteristics and product characteristics are shown to be associated with in-store value taking and online value co-destruction and co-creation.Originality and valueScholarly insights into the antecedents of consumer showrooming are rare. In responding to calls for research, this paper represents the first empirical investigation of consumer showrooming behavior utilizing the lens of value co-destruction. The study adds to academic understanding of the showrooming phenomena and demonstrates that co-destructive and co-creative behaviors can occur in a simultaneous, concurrent and iterative fashion. Focusing on practice, the findings reveal opportunities for experience-led shopping environments.     

Impact of movie-watching on cross-selling revenue in shopping malls: Implications for post-pandemic recovery

The COVID-19 pandemic has prompted consumers to postpone in-store purchases and shift to online shopping, decreasing overall retail spending. As the global lockdown eases and shoppers return to offline stores and malls, shopping malls seek to facilitate in-store consumer experiences at entertainment facilities. Given the importance of entertainment facilities to the cross-selling revenue of shopping malls, we investigate the relationship between consumers' movie-watching and subsequent (hedonistic) grocery purchases. Our analysis of a panel database that includes transaction details at the consumer level shows that movie-watching is negatively correlated with consumer spending. Furthermore, consumers’ psychological states induced by content and contextual factors moderate the negative effect of movie-watching; after watching a fantasy (as compared to thriller) genre or watching a movie in a less crowded theater, consumers are more likely to make hedonic purchases at the supermarket. These findings provide theoretical and managerial implications for retail operators exploring cross-selling opportunities post-pandemic.     

In-Store Shopping Behavior

SUMMARY

The analysis of consumer shopping behavior is one of the most critical aspects which has to be taken into consideration in a context of retailing internationalization, where managers need to define the degree to which international firms can standardize or adapt their strategies in foreign markets. The aim of this research is to analyze and point out the main cross-cultural differences regarding in-store behavior comparing three countries: Italy, France and Poland. The study presents the results of an empirical research carried out on the household goods retail sector, which shows on a global level a positive growth trend that is predicted to continue in the next years especially through the internationalization of the retailing chains.     

Antecedents of flow in retail store shopping

“Flow” has been established as a critical determinant of an online shopping experience. Online consumers with flow experience tend to be less price-sensitive and to have favorable attitudes and high re-patronage intention. As retail stores account for 90% of retail sales, it is important to advance our knowledge of flow theory in physical retail stores. However, the antecedents (navigational challenge, web skill) derived from the extant online flow literature are not applicable to in-store shopping. To fill the void, the two objectives here are (1) to provide a theoretical foundation to develop the antecedents (challenges and skills) associated with in-store shopping, and (2) to examine their impacts on consumer flow experience (concentration, control, and enjoyment) and subsequent future shopping intentions. The results will advance the literature of flow and offer helpful suggestions to retail marketing.     

Which Products are More Responsive to In-Store Displays: Utilitarian or Hedonic?

In-store displays aim to boost sales of both utilitarian and hedonic products. Noting typical differences in the information processing and purchase behavior evoked by these product types, and building on congruency theory principles, the authors propose that different types of in-store displays (i.e., island, end-of-aisle, or shelf signage) are more appropriate for utilitarian versus hedonic products, and the use of price or product promotions might reinforce these effects. With a database that combines three data sources (scanner, observational, and survey), this article presents an analysis of a market share model at the SKU level. The results confirm that in-store displays have differential effects on sales, depending on their characteristics; congruency between the decision-making process of utilitarian versus hedonic products and the characteristics of in-store display types moderates their effectiveness in terms of SKU sales. Shelf signage strongly increases the sales of utilitarian products, whereas island and end-of-aisle displays increase sales of hedonic product categories more effectively. The use of congruent promotions creates synergistic influences that reinforce these effects. In particular, price promotions improve the impact of shelf signage on utilitarian products, and product promotions strengthen the impacts of island and end-of-aisle displays on hedonic products. These results extend prior research on in-store marketing actions and the nature of utilitarian versus hedonic products, as well as providing recommendations for retailers and manufacturers seeking to optimize their retail space and commercial budgets.     

Supermarket suggested shopping lists (SSSL), promotions and grocery purchases

This study examines the effect of providing or not providing millennial consumers with a supermarket suggested shopping list (SSSL). At the same time, it tests the effect of providing consumers with a large number of in-store promotions versus no promotions. The study also assesses the moderating effect of price concerns on both expenditure and the satisfaction attained after a shopping trip. The results of an experimental design with 240 subjects in a simulated supermarket setting show that SSSL users spend less, and that heavy supermarket promotions increase purchases. However, if an SSSL is provided while products are highly promoted, this decreases consumer satisfaction. Offering consumer promotions to millennials without providing an SSSL results in the highest level of store sales. Findings of this study will be of interest to retailers willing to offer a shopping list service to supermarket customers with the purpose of increasing loyalty.     

Psychological associations with shopping: A moderator variable perspective

This article takes a moderator variable perspective on the relationships between two psychological variables: shopper decision-making styles from the consumer behavior literature and the concept of time perceptions as developed in the psychological literature, and shopping behavior, defined as shopping frequency and time spent shopping. Two hypotheses about potential types of moderation are examined to determine if time perceptions moderate relationships between shopper styles and shopping behavior. The finding show that time perceptions operate as a pure moderator for shopping frequency but as a quasimoderator for time spent shopping. © 1994 John Wiley & Sons, Inc.     

In-store Marketing as a Mode of Discipline

Although the idea of the self-governing consumer has been widely disputed, modern shopping spaces and supermarkets are considered as the key arenas of the sovereign and empowered consumer. Yet, purchasing patterns, which seem predictable over time, can be explained as resulting from consumer routines and habits. Inspired by Foucault’s general thesis that the emergence of individual freedom coincides with new techniques of discipline, this paper explores consumer routines as an outcome of governance structures embedded in modern retail marketing techniques. First, the term embodiment of consumer choice is introduced to describe how shopping in modern supermarkets hinges on various techniques of bodily discipline. Second, by relying on a study of in-store marketing in Norwegian retailing, these promotional activities are examined as techniques normalizing purchasing behaviour. We conclude by saying that power and discipline are underestimated as explanations to the formation of shopping behaviour and consumer routines.