ABSTRACT
1The retail industry is changing as the latest concepts of retail stores came out. (Diallo et al., 2015), and the sort of retail store also become more extensively diversified (Shi et al., 2018). This diversification is a result of demand heterogeneity from diverse consumer groups (González-Benito et al., 2007).The selection of retail channels is one of the important decisions which consumers make when they purchase a product or service. How to select a retail channel involves the information searching of the product, evaluation of alternatives, and making a purchasing decision regarding the product (Ansari, Mela, & Neslin, 2008). Therefore, consumers will have complex purchasing behavior when selecting retail channels in order to consider the availability of various retail channels. Consumers may finish all purchase-related activities with one stop shopping or through multiple retail channels. This study makes analysis based on push-pull-mooring theory. People can understand the crucial factors which customers change their intentions in the retail industry from the perspective of push, pull, and mooring theory. This study is analyzed through spss 22 and smart PLS3.0, then it comes out the result of analysis that the payment risk will affect the intention conversion positively, costs conversion will influence intention conversion negatively, and Corporate Social Responsibility will also effect intention conversion negatively.
- Diallo, M. F., Coutelle-Brillet, P., Riviere, A., & Zielke, S. (2015). How do pnce perceptions of different brand types affect shopping value and store loyalty? Psychology & Marketing, 32(12), 1133--1147.Google ScholarCross Ref
- González-Benito, Ó., Bustos-Reyes, C. A., & Muñoz-Gallego, P. A. (2007). Isolating the geodemographic characterisation of retail format choice from the effects of spatial convenience. Marketing Letters, 18(1-2), 45--59.Google ScholarCross Ref
- Ansari, A., Mela, C. F., & Neslin, S. A. (2008). Customer channel migration. Journal of marketing research, 45(1), 60--76.Google Scholar
Recommendations
Behavior-Based Pricing in Marketing Channels
With behavior-based pricing BBP, firms use customers' purchase history data to price discriminate between past and new customers. Prior research has examined BBP in a non-channel setting. In this paper, we investigate BBP in a channel setting in which ...
Modelling consumer choice (buying) and switching behaviour in a restricted marketing environment
This study found that the selected constructs, viz. product attributes, distribution and service and promotion have significant impact on consumer (choice) buying behaviour, while product, price, distribution (internal variables), customer care and ...
On the introduction of green product to a market with environmentally conscious consumers
Highlights- The fundamental problem-whether to produce green product, which has been ignored by extant research, is analyzed.
AbstractFacing environment-concern consumers, a conventional manufacturer who produces only brown product and sells the product through a downstream retailer is confronted with the problem of whether to introduce green product into the market ...
Comments