Gift shopping behavior in a multichannel retail environment

Abstract

Purpose -To date, most research focused on understanding the meanings and mechanism of gift giving behavior and there is little literature on channel usage behavior for gift shopping. The purpose of this paper is to examine the relationship between consumers' retail purchase experiences for their own use and their gift shopping for others in a multichannel retail context. Design/methodology/approach -Using a self-administered survey method, the paper obtained 171 usable responses from females in a large US Midwestern University. Data are analyzed employing descriptive statistics, correlation analysis, and structural equation modeling. Findings -The findings of this paper showed that for all five retail channels (i.e. internet, mail-order catalog, TV shopping, local stores, and non-local stores), there are significant and positive relationships between consumers' product purchase experiences for their own use and their gift purchase experiences. Managerial and theoretical implications are provided. Research limitations/implications -Limitations of the present study include sampling, which prevent the generalization of results to all gift shoppers, and gift product categories focus on in the present study. Originality/value -As little is known about the consumer gift shopping behavior in a multichannel retail environment, the study provides valuable strategy for multichannel retailers.

Black Friday and Cyber Monday: Understanding consumer intentions on two major shopping days

“…Oh and Kwon (2009) state that not only do promotions spur offline spending, but holiday spending on the Internet influences store spending during the holiday shopping season. Lee and Kim (2009) find that consumers are more likely to shop for others using the channel in which they shop for themselves.…”

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Investigating Dimensionality of Multichannel Retailer's Cross-Channel Integration Practices and Effectiveness: Shopping Orientation and Loyalty Intention

“…Some researchers defined the term in which shoppers use several channels across any retailers (Bickle, Buccine, Makela, & Mallette, 2006;Lee & Kim, 2009;Skallerud et al, 2009). Some researchers defined the term in which shoppers use several channels across any retailers (Bickle, Buccine, Makela, & Mallette, 2006;Lee & Kim, 2009;Skallerud et al, 2009).…”

The effect of consumption motivation on the perception of gift store attributes in jewelry retail stores and its influence on repurchase intention

“…However, for Huang (2007), while selfshoppers and gift buyers behave differently in their retail outlet options, both types of shoppers choose reputable stores. For Lee and Kim (2009), gift givers are generally more serious in the buying process, so they can avoid the potential costs and/or risks caused by their purchases, such as inaccurate delivery, inadequate product quality, and an unacceptable consumer service level (poor quality wrapping paper, restricted returns policy, etc.). As a result, consumers may wish to see and touch items before purchasing them and may find it more acceptable to buy products from store-based retail formats (Sanguanpiyapan & Jasper, 2010).…”