'One brand, three ways to shop': situational variables and multichannel consumer behaviour

Fashion Shopping in Multichannel Retail: The Role of Technology in Enhancing the Customer Experience

“…In-store and online shopping were considered two independent experiences [49,70] so that consumers could focus on them more easily.…”

“…Hence, consumers are more likely to select a physical store when they shop for hedonic fashion goods because strong physical environments elevate the mood through opportunities for social interaction, product evaluation, and sensory stimulation [49]. However, recent data show that consumers consider online fashion as a form of entertainment, devoting their leisure time to search for clothes online [65].…”

“…The choice of channel is mainly influenced by the type of good [53], and moreover, in the case of fashion, the consumer's mood is a key determining element [49]. Hence, consumers are more likely to select a physical store when they shop for hedonic fashion goods because strong physical environments elevate the mood through opportunities for social interaction, product evaluation, and sensory stimulation [49].…”

“…In addition, multichannel consumers consider their shopping experience holistically [31] and look for an integrated [77] and consistent experience between channels [58]. They do not think of channels in isolation but combine them and made decisions based on their mood and lifestyle demands [49].…”

What's your favorite blend? : Analyzing source and channel choices in business-to-government service interactions

“…This makes it more difficult to compare the results directly. Support for the impact on channel choice is abundant (e.g., Pieterson, 2009;Nicholson, Clarke, & Blakemore, 2002). Reinsch and Beswick (1990) noted that people try to reduce their effort, by choosing channels that are suitable for minimizing cost and time, and for bridging distance.…”