Examining customer channel selection intention in the omni-channel retail environment

Xu, Xun; Jackson, Jonathan E.

doi:10.1016/j.ijpe.2018.12.009

Cited by 130 publications

(143 citation statements)

References 91 publications

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“…), Theory of Planned Behaviour (Jo et al., 2020; Xu & Jackson, 2019a), Theory of Reasoned Action (Park & Kim, 2019) and the Extended unified theory of acceptance and use of technology (Juaneda‐Ayensa et al., 2016; Kazancoglu & Aydin, 2018) were applied in a number of studies aiming to empirically examine the technology‐based offering of omnichannel retailing. Second, there is a growing interest in investigating consumer motivation, trust, preference, value and fear in the omnichannel retailing setting, with theories such as commitment‐trust theory (Xu & Jackson, 2019a), situated cognition theory (Hilken et al., 2018), self‐determination theory (Zhang et al., 2018b), and formal disappointment theory (Du et al(2018) employed to decipher these issues. Third, the firm‐based studies in omnichannel retailing entice researchers to explain decisions that are specific to supply chain and logistics through different theoretical lenses, including dynamic capability theory (Hossain et al., 2020; Hüseyinoğlu et al., 2018) and extended regret theory (Chen et al., 2018a).…”

Section: Research Findings and Analysismentioning

confidence: 99%

“…Furthermore, with omnichannel users presenting an important segment of the retail market (Payne et al., 2017), developing and retaining omnichannel consumers is critical to any firm's strategic success (Rigby, 2011). Finally, numerous scholars highlight the importance of studying how consumers behave in the omnichannel setting in order to provide them with a seamless shopping experience (Barwitz & Maas, 2018; Dahl et al., 2018; Hoehle et al., 2018; Silva et al., 2018; Xu & Jackson, 2019a; Zhang et al., 2018b).…”

Section: Introductionmentioning

confidence: 99%

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Consumer decision‐making in omnichannel retailing: Literature review and future research agenda

Mishra

Singh

Köles

2020

Int J Consumer Studies

269

255

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The emergence of omnichannel retailing has revolutionized the way traditional e‐commerce business operates, subsequently bringing fundamental changes to consumer expectations and decision‐making processes. Despite the unquestionable relevance of this area of inquiry, the focal literature concerning omnichannel retailing remains sporadic and fragmented. With this in mind, the purpose of the current paper is to provide a comprehensive and concise state of the art literature review on omnichannel retailing. More specifically, we engage and draw upon the cognitive‐affective‐conative model to understand consumer behaviour within the omnichannel retailing context. The current study is built based on a review of total 131 research papers that were identified following a comprehensive search of the Web of Science database, capturing the time period between January 2011 and April 2020. This set of work was reviewed thoroughly to explore the aims, methodology and key contributions. In addition to engaging a systematic assessment and rigorous evaluation of the studies, we also extend literature by studying the relationship between omnichannel retailing and consumer decision making, with specific attention to consumer motivation, attitude and behaviour towards omnichannel retailing. Previous studies suggest consumer behaviour in omnichannel retailing to be a promising yet underexplored area with several potential avenues for future research. Among these, particularly lucrative directions include theory‐driven research, comparative cross‐cultural studies and qualitative approaches that capture rich first‐hand accounts of consumer decision‐making encounters. The current paper is timely and advantageous because it offers a holistic picture of omnichannel retailing research and provides literature‐driven evidence about a range of relevant consumer behavioural dimensions. It also integrates consumer responses using the cognitive‐affective‐conative model to advance our understanding of consumer decision‐making in the omnichannel customer journey. Recommendations for future research are provided using the Theory, Methodology and Context (TMC) framework. We conclude the paper by discussing implications for academics and practitioners.

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Section: Research Findings and Analysismentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Consumer decision‐making in omnichannel retailing: Literature review and future research agenda

Mishra

Singh

Köles

2020

Int J Consumer Studies

269

255

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“…According to Xu and Jackson (2019), the BOPS channel provides consumers with maximum flexibility and thus creates new demand. Therefore, the proportion of online orders is given by

λ + δ

, where δ represents the coefficient of market scale expansion by offering the BOPS option.…”

Section: Model Descriptionmentioning

confidence: 99%

Optimal pricing decisions for an omni‐channel supply chain with retail service

Jiang

Liu

Lim

2020

Int Trans Operational Res

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Motivated by the emergence of dominant physical stores utilizing a buy‐online‐and‐pickup‐in‐store (BOPS) channel, we examine the interaction of such a stronger retailer and a manufacturer's strategies on the pricing and service value. The dominant retailer provides an added service value to end consumers by the traditional channel and BOPS option, which has a positive influence on the market demand. The manufacturer makes the channel selection decision between a dual channel and an omni‐channel. We formulate a retailer Stackelberg game and characterize the equilibrium pricing and service solutions under centralized and decentralized cases. Our results indicate that the service value of a physical store strongly influences the players' pricing strategies. The sensitivity analysis reveals that the total revenue of the supply chain increases with the market scale expansion coefficient of the BOPS option. Furthermore, the result suggests that offering the BOPS channel is always an effective initiative to boost supply chain performance, especially in the centralized structure.

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“…There are many studies which have worked on the selection of OC retailing strategies [12], [13], [36], [38]. The decision of adoption of OC retailing strategy is predominantly influenced by customers' numerous requirements and varied profile [21], [39], [40]. Furthermore, customers' channel selection decision generally depends upon two types of factors; factors in control of the company such as available channel information, channel convenience, channel price advantage, etc.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Furthermore, customers' channel selection decision generally depends upon two types of factors; factors in control of the company such as available channel information, channel convenience, channel price advantage, etc. and factors such as customers' previous shopping experience, their impulsiveness, need for touch, perception, and attractiveness [3], [39], [40]. Therefore, to amalgamate all these varied channel characteristics and customer preferences, strategies like cross-channel inventory availability information, new delivery modes like in store pickup, and into the store returns can be beneficial for retailers [21].…”

Section: Literature Reviewmentioning

confidence: 99%

Facility Selection Model for BOPS Service for an Omnichannel Retail Chain

Jain

Darbari

Kaul

et al. 2022

IEEE Trans. Eng. Manage.

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Retail sector around the world is going through a transition due to digitalization. Customers now demand convenience of online channel with instant fulfilment of offline channel. As a result, the concept of omni-channel retailing has come into existence. In omni-channel retailing, both the channels of a firm are fully or partially integrated. There are many strategies that may be developed by retailers for efficient functioning of the omni-channel retail chain. The choice of such a strategy depends upon the comparative benefits that can be derived from them. One such strategy gaining immense attention of retailers is the Buy Online Pickup in Store (BOPS) strategy. In order to understand this BOPS, we conducted a detail case study of an Indian multi-channel retail chain who is considering the option of launching BOPS option in few of its retail stores. The focus is to evaluate and select a fixed number of operational retail stores to also act as pickup points for online deliveries. K-means clustering is utilized for formation of retail zones as per the number of retail stores to be selected. The retail stores in each zone are evaluated on the basis of a number of criteria such as demand, inventory carrying capacity, cost, and population characteristics using Analytical Hierarchy Process (AHP) and Complex Proportional Assessment-Grey (COPRAS-G). Based on these evaluations the best suitable retail store is selected for expansion from each zone. The result implications drawn in the study can provide an understanding of the future strategies that can be developed by the decision makers of the firm for launching the BOPS option. The study can also be beneficial to other Indian retail firms who can derive meaningful insights from the findings.

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Examining customer channel selection intention in the omni-channel retail environment

Cited by 130 publications

References 91 publications

Consumer decision‐making in omnichannel retailing: Literature review and future research agenda

Consumer decision‐making in omnichannel retailing: Literature review and future research agenda

Optimal pricing decisions for an omni‐channel supply chain with retail service

Facility Selection Model for BOPS Service for an Omnichannel Retail Chain

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