Author:
Hermes Anna,Sindermann Cornelia,Montag Christian,Riedl René
Abstract
Nowadays, customers can utilize both online and in-store retail channels. Consequently, it is crucial for retailers to understand the possible drivers of retail channel selection, including customers’ personalities, degrees of trust, and product touch preferences. Unfortunately, current omnichannel research only scarcely addresses the effects of personality, trust, and desire to touch a product before purchasing it on willingness to purchase and how those effects vary between online and in-store shopping. Thus, we conducted an exploratory study. Our analysis of survey data (N = 1,208)—which controls for respondents’ age, gender, and education—reveals that across both the willingness to purchase in-store and online, a higher level of e-vendor trust is a significant, positive predictor. However, we also identify several channel-related differences, including that Trust Propensity, as well as the Big Five traits of Extraversion, Agreeableness, and Conscientiousness are significantly positively related to in-store, but not online, purchase willingness. We also find that Instrumental Need for Touch (defined as goal-motivated touch of a product) is positively related to in-store, but negatively related to online, purchase willingness. Finally, we highlight opportunities for future research and discuss how retail managers might enhance customer experiences in their physical and online stores.
Cited by
9 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献