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

Cindy B. Rippé (Department of Marketing, Tarleton State University, Stephenville, Texas, USA)
Suri Weisfeld-Spolter (Department of Marketing, Nova Southeastern University, Fort Lauderdale, Florida, USA)
Yuliya Yurova (H. Wayne Huizenga College of Business and Entrepreneurship, Nova Southeastern University, Fort Lauderdale, Florida, USA)
Dena Hale (Department of Management and Marketing, Southeast Missouri State University, Cape Girardeau, Missouri, USA)
Fiona Sussan (School of Advanced Studies, University of Phoenix, Phoenix, Arizona, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 12 September 2016

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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.

Keywords

Citation

Rippé, C.B., Weisfeld-Spolter, S., Yurova, Y., Hale, D. and Sussan, F. (2016), "Guiding when the consumer is in control: the moderating effect of adaptive selling on the purchase intention of the multichannel consumer", Journal of Consumer Marketing, Vol. 33 No. 6, pp. 469-478. https://doi.org/10.1108/JCM-09-2015-1546

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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