Stay or switch? Investigating lock-in effect in multi-channel apparel retailing

Abstract

The emergence of new sales channels, the irruption of new technologies and changes in personal and professional lifestyles have transformed purchasing behaviors throughout the shopping process. Prior research has addressed the effect of these changes in each channel separately, neglecting the study of such effects in multi-channel environments. This research investigates the relation between channel preference and spillover effect—and more particularly, lock-in effect—in apparel multi-channel retailing, with data collected from a survey of 432 Spanish shoppers. The results of the study facilitate further understanding of spillover effect and help companies improve their omnichannel strategies.