A comparison of online and offline consumer behaviour: An empirical study on a cinema shopping context |
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| Affiliation: | 1. Department of Marketing, University of Castilla-La Mancha, Cobertizo San Pedro Mártir s/n, 45071 Toledo, Spain;2. Universidad Autónoma de Chile, Santiago, Chile;1. College of Business Administration, Loyola Marymount University, One LMU Drive, MS 8395, Los Angeles, CA 90045, USA;2. Naveen Jindal School of Management, The University of Texas at Dallas, 800 West Campbell Road, SM32, Richardson, TX 75080, USA;3. Sam M. Walton College of Business, The University of Arkansas, 220 N Ozark Ave, Fayetteville, AR 72701, USA;1. University of Cergy-Pontoise, 34 Boulevard Henri Bergson, 95200 Sarcelles, France;2. University of Paris II Panthéon-Assas, 1 rue Guy de la Brosse, 75005 Paris, France;1. Associate Professor of Marketing Griffith Business School Griffith University, 170 Kessels Road, Nathan QLD 4111, Australia;2. Professor of Marketing Business Research Unit (BRU/UNIDE), Instituto Universitário de Lisboa (ISCTE-IUL), Portugal;1. School of Retail & Services Management, College of Business, Dublin Institute of Technology, Aungier Street, Dublin 2, Ireland;2. Centre for Advanced Retail Studies (CARS), Massey Business School (Albany), Massey University, Private Bag 102904, North Shore, Auckland 0745, New Zealand;3. Department of Marketing and Retailing, Surrey Business School, University of Surrey, Guildford, Surrey GU2 7XH, UK;1. School of Management, Lanzhou University, Lanzhou, China;2. Ross School of Business, University of Michigan, United States;3. School of Business, Sun Yat-Sen University, China;1. California State University, Sacramento, USA;2. Carroll University, USA |
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| Abstract: | The main objective of this study is to analyse online vs. offline differences in consumer behaviour. To this end, through a proposal applied to cinemas in shopping centres, this study considers values and lifestyles as major factors that influence behaviours and intentions. The partial least squares (PLS) approach is used to evaluate the model. A multi-group analysis is conducted to compare consumers who buy tickets online with those who do so at a box office. We consider 391 valid cases. The results obtained show a link between the use of technology and its effects on behaviour. The relationships between values and behaviour as well as between behaviour and future intent are stronger among online consumers than the effects of lifestyles on behaviour. We consider relevant theoretical and empirical perspectives and offer critical recommendations of use to shopping centre managers, movie theatres, and intermediaries of this sector. |
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| Keywords: | Consumer behaviour Offline Online Cinema Shopping centre |
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