Consumer cross-channel behaviour: is it always planned?

Abstract

Purpose

For consumers, cross-channel behaviour is increasingly prevalent. Such behaviour involves consumers actively engaging in (and deriving benefit) from one channel during a product search but switching to another channel when making a purchase. Drawing on multi-attribute utility theory, this study proposes a cross-channel behaviour typology consisting of three key aspects: channel choice behaviour, functional and economic outcomes and consumer-specific psychographic and demographic variables.

Design/methodology/approach

Segmentation analysis conducted via latent class analysis (LCA) was performed on a sample of 400 US consumers collected via an online survey.

Findings

Cross-channel behaviour is not always intentional. We identify a specific segment of consumers that most often engage in unplanned, rather than intentional, cross-channel switching. We find that of all shoppers that engage in cross-channel behaviour, a fifth (20%) are forced to switch channels at the point of purchase.

Practical implications

Cross-channel behaviour can be mitigated by retailers via a deep understanding of the driving factors of different configurations of showrooming and webrooming.

Originality/value

In contrast with existing conceptualisations, this study suggests that cross-channel behaviour often stems from consumers being “forced” by factors outside of their control, but within the retailers' control. This research presents a nuanced approach to decompose consumer cross-channel behaviour from the consumer perspective as planned, forced or opportunistic.

Citation

Maggioni, I., Sands, S.J., Ferraro, C.R., Pallant, J.I., Pallant, J.L., Shedd, L. and Tojib, D. (2020), "Consumer cross-channel behaviour: is it always planned?", International Journal of Retail & Distribution Management, Vol. 48 No. 12, pp. 1357-1375. https://doi.org/10.1108/IJRDM-03-2020-0103