The Effects of Online and Offline Information Sources on Multiple Store Patronage

Abstract

The purpose of this study is to examine the relationship between multiple store patronage (MSP) and information source usage both online and offline. In particular, this study investigates the detailed effects of information sources on MSP rather than considering whether consumers choose online or offline sources. In prior studies, MSP has been conceptualized using the consumer cost–benefit framework and relates to consumer multiple store usage. However, even though prior studies have emphasized the importance of information sources in the cost–benefit framework, those that consider MSP have not tested the sources’ effects. This current study conducts empirical count data analysis in the Japanese sports shoes retail market. The results reveal that consumers evaluate information sources using more detailed divisions than simply online and offline. This study contributes to studies on MSP because it is the first to identify the impact of information source usage on MSP.