Guiding when the consumer is in control: the moderating effect of adaptive selling on the purchase intention of the multichannel consumer

Abstract

Purpose The purpose of this paper is to investigate the impact of adaptive selling (AS) when “click and brick” in control multichannel consumers (MCCs) encounter in-store salespeople. Design/methodology/approach An online survey was administered to 387 college students from several southeastern colleges in the USA. The study consisted of a single manipulated factor (AS: high vs low) and a second measured factor (degree of MCC search: high vs low). Covariance-based structural equation modeling was selected and analysis was conducted using IBM SPSS AMOS 22.0.0.0. Findings The findings indicate that while perceptions of control in the retail store increase as customers engage in more multichannel search behavior, the path from perceived control (PC) to purchase intention (PI) is also positively affected by AS as multichannel search increases. Practical implications To increase in-store purchases by consumers using the physical location as an information channel, professional sales training, specifically AS skills, should be considered by retail managers for in-store sales personnel. Our findings suggest that salespeople can use AS skills to increase the likelihood of the MCCs’ in-store PI while not reducing their feelings of PC. Originality/value In a time where many marketers struggle with how to combine multichannel retailing efforts effectively, this research confirms that new channels create MCCs who desire control. AS shows promise as a technique for retailers to use when selling to a consumer who values control.

Under the sway of a mobile device during an in‐store shopping experience

“…PC is presumed to influence one's intention (Lunardo & Mbengue, ). In fact, increases in PC have been empirically linked to PI with conventional consumers (Kokkinaki, ; Lunardo & Mbengue, ) and multi/omni‐channel consumers (Rippé et al., ; Rippé, Weisfeld‐Spolter, Yurova, Hale, & Sussan, ). Also, Dickinger and Kleijnen () found that PC affects Austrian consumers’ intention to redeem mobile coupons.…”

“…Rippé et al. () ascertained a full mediation effect between multichannel consumer searching and purchasing behavior. Lala and Chakraborty () aver that when consumers view themselves as in control, they will increase search efforts, and such efforts will oblige consumers to remain in the buying situation as well as augment their spending.…”

“…Rippé et al. () determined that AS is important for salespeople to use to affect PI in the multichannel environment. In their study of multichannel/omni‐channel consumers, Rippé et al.…”

Risk, privacy and security concerns in digital retail

“…For organisations to effectively compete in their markets, both traditionally and electronically, substantial quantities of customer data are required; with the increased accessibility and storage of electronic customer data, consumers express heightened privacy concerns (Groß, 2015;Palmer, 2005). 'Privacy' is the right to prevent disclosure of personal information to others through exerting control over its collection, use, access and release (Bélanger & Crossler, 2011;Bélanger et al, 2002;Peer & Acquisti, 2016;Rippé et al, 2016). Privacy concerns become prominent when information disclosure is requested, primarily due to fears that their information may be intercepted or misused (Aguirre et al, 2016;Roca et al, 2009).…”

“…Rather, security concerns relate to being free from threats of fraud whereas privacy concerns relate controlling situations to reduce risks of being disturbed, observed or intruded by others. For example, security concerns may involve situations whereby consumers fear the safety of their personal information within a company database whereas privacy concerns relate to the fears of their inability to control the exploitation and sharing of their information (Alharbi et al, 2013;Rippé et al, 2016). Table IV draws attention to discrepancies towards differentiations between security and privacy concerns and demonstrates situations where they are considered collaboratively and when then are not.…”