From Multi-Channel Retailing to Omni-Channel Retailing: Introduction to the Special Issue on Multi-Channel Retailing

The world of retailing has changed dramatically in the past decade. The advent of the online channel and new additional digital channels such as mobile channels and social media have changed retail business models, the execution of the retail mix, and shopper behavior. Whereas multi-channel was in vogue in the last decade in retailing, we now observe a move to so-called omni-channel retailing. Omni-channel retailing is taking a broader perspective on channels and how shoppers are influenced and move through channels in their search and buying process. We discuss this development conceptually and subsequently discuss existing research in this multi-channel retailing. We also introduce the articles in this special issue on multi-channel retailing and position these articles in the new omni-channel movement. We end with putting forward a research agenda to further guide future research in this area.     

Regret in auctions: theory and evidence

The sealed-bid first-price auction of a single object in the case of independent privately-known values is the simplest auction setting and understanding it is important for understanding more complex mechanisms. But bidders bid above the risk-neutral Nash equilibrium theory prediction. The reasons for this “over bidding” remain an unsolved puzzle. Several explanations have been offered, including risk aversion, social comparisons, and learning. We present a new explanation based on regret and a model that explains not only the observed over bidding in sealed-bid first-price auctions, but also behavior in several other settings that is inconsistent with risk aversion. The authors gratefully acknowledge support from the National Science Foundation.     

Understanding relationship quality and online purchase intention in e-tourism: A qualitative application

This study explores the formation of relationship quality and online purchase intention in the service context of tourism, and a model is also introduced. This study tries to conceptualize a model based on a mediating mechanism of relationship quality that may be applied to understand online purchase intention in tourism. Learning the critical role of relationship quality in e-tourism can guide tour service providers to design different strategies for different online customers, and consequently achieve high customer online purchase to tourist service and product. In the proposed model of this study, the perceived incentive, perceived service quality, perceived ease of purchasing and perceived usefulness influence customer online purchase intention indirectly via the mediation of relationship quality. Additionally, five propositions are derived accordingly based on the proposed model and literature review. Finally, discussion, limitation and future research are also provided.     

Users’ perceptions of two types of hotel reservation Web sites

Building on the technology acceptance model (TAM), this study examined users’ perceptions of reservation Web sites: hotel-owned and third-party. As an experimental study, this study tested whether a modified variant of the TAM could be used to evaluate users’ perceptions of two different channels for hotel online reservations. Perceived usefulness was a key predictor of users’ attitudes toward using hotel-owned Web sites, while perceived ease of use was a key predictor of users’ attitudes toward using third-party Web sites. Both perceived playfulness and attitudes were two key predictors of users’ intentions to use hotel reservation Web sites. However, no significant differences in users’ perceptions were found between the two types of Web sites. Overall, users had more favorable attitudes and higher intentions to revisit third-party Web sites than hotel-owned Web sites.     

Internet versus bricks-and-mortar retailers: An investigation into intangibility and its consequences

Intangibility has long been studied as a unidimensional construct with the focus being placed upon the physical element. This paper explores the effects of three unique intangibility dimensions on a consumer's ability to evaluate goods and services, and the perceived risk (PR) associated with the transaction. The authors examine these relationships in purchase environments that include both traditional bricks-and-mortar retailers and the Internet. Their investigation further incorporates prior knowledge as a moderating factor into the proposed framework. This allows for a thorough comparison of the effects and relationships that exist between intangibility and its consequences in general, evaluation difficulty (ED) and perceived risk (PR) in particular. The authors develop hypotheses pertaining to the proposed model and test them with two experiments. The empirical results are broadly supportive of the hypotheses. Theoretical and managerial implications to the services marketing literature are discussed.     

Impact of Online Reviews on Consumer’s Hotel Booking Intentions: Does Brand Image Mediate?

Abstract

The recent trend suggests that people are more inclined to online hotel reviews to take online hotel booking decisions. The present study argues that when consumers are exposed to online hotel reviews, it draws an impression of the hotel brand in the mind of consumers, resulting in influence their hotel booking intentions. The current study determines the mediation effects of brand image between credible online hotel reviews and consumers’ hotel booking intentions. To ascertain the uni-dimensionality of the scales, the present study executes exploratory factor analysis. The ensure the internal consistency of the variable scales, the study determines Cronbach’s alpha. To measure the mediation effects, the present study performs structural equation modeling bootstrapping method. Data analysis reveals that marketers should look at hedonic brand image, which ultimately influences consumers’ hotel booking intentions. This is a unique study that ascertains the type of brand image that actually mediates between the impact of online hotel reviews and consumers’ hotel booking intentions. In addition, the paper furnishes theoretical background on how people interpret online hotel reviews and its effects.     

Antecedents of attitude towards online mediation

While the majority of studies so far have examined the effectiveness and benefits of electronic settlement applications, this study explores factors that affect the adoption and use of online mediation services. To this end, structural equation modeling analysis was applied to data obtained from users and mediators involved in an online mediated dispute. Subject perceptions regarding an overall mediation system including information technology and a human mediator were assessed. The findings suggest that while perceived usefulness of the information system explains the variance in attitude towards online mediation, the perceived usefulness of the mediator does not shape this attitude. Thus, mediators are being conceptualized as external to the service and their characteristics do not affect attitudes towards online mediation services, nor the intention to adopt it. This phenomenon is explained using biases in attribution.     

Introducing E-MARKPLAN: A practical methodology to plan e-marketing activities

Although e-marketing is highly prevalent, no template currently exists for managers who wish to use the Internet/Web and related information technologies to market their products and services. This paper provides managers with a comprehensive, actionable, and practical methodology (E-MARKPLAN) to plan, enact, and analyze e-marketing activities. Five case studies are used to illustrate the diversity of e-marketing actions. E-MARKPLAN consists of five parts: goals, actors (i.e., those who take e-marketing actions), spaces (i.e., theaters of engagement), actions, and outcomes. The E-MARKPLAN methodology is versatile, and is not limited to companies which have e-commerce operations.     

Exploring Electronic Word-of-Mouth (eWOM) in The Consumer Purchase Decision-Making Process: The Case of Online Holidays – Evidence from United Kingdom (UK) Consumers

This study explores the role of electronic word-of-mouth (eWOM) in the consumer decision-making process when purchasing a holiday. Using an ethnographic approach, it explores the role of eWOM on consumers’ attitudes toward online reviews (eReviews) and their subsequent behavior. Across the consumer decision-making processes – information search, evaluation, and purchase – the study develops a conceptual framework with three eWOM dimensions: (1) motivation, (2) source, and (3) content. Findings explore the variations of eWOM’s influence across the decision-making stages with implications for theory and practice. The study further highlights implications for segmentation practices in the tourism industry.