Offline to online shopping: shift in volition or escape from violation

Abstract

Purpose Research studies have attributed customer shift from offline to online retail to primarily functional reasons. Indian retailing differs from western counterparts in terms of structure and socio-cultural-historical-economic context. The purpose of this paper is to find whether this shift is instigated by positive or negative drive. Design/methodology/approach The data were collected through group discussions and reflective experiential accounts in the form of text. The textual material was thematically analyzed to develop thematic networks. By this method, the text’s patent structures were explored, and underlying hidden patterns were identified. Findings Two global themes of “volition” and “violation” were discovered. At the patent level, customers are attracted to online in volition as it allows them to move to higher or desired value space. However, at the deeper level, customer shifted to online as a means to escape from violations involved in human-to-human dealings with offline retailers. Practical implications The way forward for offline retailers is to build their advantage based on human interactions. The salvation of offline retailing does not lie in trying to beat online retailers on their position of strength but in leveraging interactions to build social capital. Originality/value This study sought to explore and apprehend the meaning of customer shift from offline to online retail at deeper psycho-socio-cultural level.