Comparing online and in-store risks in multichannel shopping

被引:49
|
作者
Bezes, Christophe [1 ]
机构
[1] ISTEC, Paris, France
关键词
Perceived risk; Store; Website; Channel purchase attitude; Multichannel shoppers; CONSUMERS PERCEIVED RISK; PURCHASE INTENTIONS; DECISION-MAKING; TRUST; TRANSACTION; TECHNOLOGY; COMPONENTS; REDUCTION; COMMERCE; MODEL;
D O I
10.1108/IJRDM-02-2015-0019
中图分类号
F [经济];
学科分类号
02 ;
摘要
Purpose - The purpose of this paper is to compare empirically the nature, level and influence of perceived risks involved in a retailer's website and stores, as multichannel shoppers will do when deciding which distribution channel to buy in. Design/methodology/approach - The research design uses an online survey of 1,015 multichannel customers that was drawn from the behavioural databases of a French multichannel retailer. Findings - Overall risk as well as risks associated with logistics, psychological and performance are higher and more dissuasive for an online purchase; however, financial, time and transaction risks tend predominantly or exclusively to discourage in-store purchasing. Customers' familiarity with the channel seems to make them more vigilant. Research limitations/implications - The concept of risk, and especially financial risk, is variable among researchers, making it more difficult to undertake comparative studies on e-commerce than on stores or products. Practical implications - Retailers should not look merely to the salience of an isolated risk factor but rather should consider its actual impact on their customers' final decision. Nonetheless, retailers will find it more difficult to reduce perceived risk online than in-store. Originality/value - By focusing on a multichannel retailer's website and stores and comparing the effects of six types of risk on the purchase attitudes of its multichannel shoppers, this study is distinct from most single-channel studies, which have examined risk inherent in internet purchasing, handled risk on an experimental website and explored in-store risk. Moreover, the study focuses on the risks entailed by the purchase channel rather than those related to particular products or brands.
引用
收藏
页码:284 / 300
页数:17
相关论文
共 50 条
  • [1] Comparing online and in-store shopping behavior towards luxury goods
    Liu, Xia
    Burns, Alvin C.
    Hou, Yingjian
    [J]. INTERNATIONAL JOURNAL OF RETAIL & DISTRIBUTION MANAGEMENT, 2013, 41 (11-12) : 885 - +
  • [2] Shopping online and/or in-store? A structural equation model of the relationships between e-shopping and in-store shopping
    Farag, Sendy
    Schwanen, Tim
    Dijst, Martin
    Faber, Jan
    [J]. TRANSPORTATION RESEARCH PART A-POLICY AND PRACTICE, 2007, 41 (02) : 125 - 141
  • [3] Online shopping as a substitute or complement to in-store shopping trips in Iran?
    Etminani-Ghasrodashti, Roya
    Hamidi, Shima
    [J]. CITIES, 2020, 103
  • [4] Shopping in an age of terrorism Consumers weigh the risks associated with online versus in-store purchases
    Predmore, Carolyn
    Rovenpor, Janet
    Manduley, Alfred
    Radin, Tara
    [J]. COMPETITIVENESS REVIEW, 2007, 17 (03) : 170 - +
  • [5] Comparing Online and In-Store Grocery Purchases
    Zatz, Laura Y.
    Moran, Alyssa J.
    Franckle, Rebecca L.
    Block, Jason P.
    Hou, Tao
    Blue, Dan
    Greene, Julie C.
    Gortmaker, Steven
    Bleich, Sara N.
    Polacsek, Michele
    Thorndike, Anne N.
    Rimm, Eric B.
    [J]. JOURNAL OF NUTRITION EDUCATION AND BEHAVIOR, 2021, 53 (06) : 471 - 479
  • [6] Online Shopping and In-store Shopping on COVID-19 for Airline Service Employees
    Liu, Li-Ling
    Wei, Yi-Hsiung
    [J]. REVIEW OF PACIFIC BASIN FINANCIAL MARKETS AND POLICIES, 2024, 27 (02)
  • [7] The concept of buying-shopping disorder: Comparing latent classes with a diagnostic approach for in-store and online shopping in a representative sample in Switzerland
    Augsburger, Mareike
    Wenger, Andreas
    Haug, Severin
    Achab, Sophia
    Khazaal, Yasser
    Billieux, Joel
    Schaub, Michael P.
    [J]. JOURNAL OF BEHAVIORAL ADDICTIONS, 2020, 9 (03) : 808 - 817
  • [8] Causes and consequences of 'order online pick up in-store' shopping behavior
    Chatterjee, Patrali
    [J]. INTERNATIONAL REVIEW OF RETAIL DISTRIBUTION AND CONSUMER RESEARCH, 2010, 20 (04): : 431 - 448
  • [9] In-store or online shopping of search and experience goods: A hybrid choice approach
    Schmid, Basil
    Axhausen, Kay W.
    [J]. JOURNAL OF CHOICE MODELLING, 2019, 31 : 156 - 180
  • [10] Online and in-store purchase behavior: shopping channel choice in a developing economy
    Rossolov, Alexander
    Rossolova, Halyna
    Holguin-Veras, Jose
    [J]. TRANSPORTATION, 2021, 48 (06) : 3143 - 3179