Multichannel presence, boon or curse?: A comparison in price, loyalty, regret, and disappointment

We question the conventional notion that multichannel presence is always advantageous. The study shows inconsistent pricing in on- and offline stores results in consumers’ regret and disappointment, which in turn influence their post-purchase behaviors. We focus on how complex emotional responses in varying price/loyalty contexts may adversely affect the retailer.Accepted manuscrip

Using Transaction Utility Approach for Retail Format Decision

Transaction Utility theory was propounded by Thaler to explain that the value derived by a customer from an exchange consists of two drivers: Acquisition Utilities and Transaction utilities. Acquisition utility represents the economic gain or loss from the transaction. Where as transaction utility is associated with purchase or (sale) and represents the pleasure (or displeasure) of the financial deal per se and is a function of the difference between the selling price and the reference price. Choice of a format has been studied from several dimensions including the cost and effort as well as the non-monetary values. However, the studies that present the complete picture and combine the aspects of the tangible as well as intangible values derived out of the shopping process are limited. Most of the studies, all of them from the developed economies, have focussed on the selection of a store. They represent a scenario where formats have stabilised. However, in Indian scenario formats have been found to be influencing the choice of store as well as orientation of the shoppers. Also, retailers are experimenting with alternate format with differing success rates. The author has also not found a study that has applied this theory. It is felt that the Transactional Utility Theory may provide a suitable approach for making format decisions.

Cross-channel retail services as a remedy for retailer switching?: An investigation of retailer switching and potential of cross-channel retail services

This cumulative dissertation consists of four papers that investigate retailer switching and identify potential and threat of cross-channel retail services (CCRS) for retail businesses. The first, conceptual paper compares different theories and models of retail quality. It derives the concept of retailer aspects as a framework to measure retailer quality and further discusses how CCRS can serve as a tool to enhance those retailer aspects. The second paper discusses results from a consumer panel survey and quantifies the influence of satisfaction with retailer aspects on retailer switching during webrooming behavior. The findings of this second paper present the two retailer aspects assurance of delivery and competitive product pricing as key determinants for retailer switching. The third paper defines CCRS and outlines a conceptual classification scheme for CCRS assessments – the CCRS Pentagon. The fourth paper quantifies the impact of CCRS adoption and retailer aspect preferences on CCRS-induced retailer switching based on a second consumer panel survey. Results from this second study affirm the existence of CCRS-induced retailer switching. The paper concludes that CCRS can serve as a retailer’s lock-in mechanism, but that the availability of CCRS in retail environments also threatens retail businesses. In sum, the dissertation provides academic contributions and suggestions for further academic research as well as practical implications and management tools for application in retail businesses.:I. Introduction II. Enhancing Multi-Channel Retail Quality through Cross-Channel Services III. What Drives Competitive Webrooming? The Roles of Channel and Retailer Aspects IV. Cross-Channel Retail Services: A Service Classification Along The Retail Function V. Service-induced Retailer Switching – Power of Cross-Channel Retail Services VI. Conclusion Appendix A: Estimated parameters in baseline-category logit model Appendix B: Conditional marginal effects and conditional probability Appendix C: T-Tests for retailer aspects per service exampl

Waterdrop's internationalization to the APAC market - identification of expansion opportunities

The objective of this field lab is to identify expansion opportunities for the Austrian-based start up Waterdrop in Asia. Since 2016, the company matured as an enterprise that found its niche in the non-alcoholic beverages market. So far, Waterdrop entered a total of 13 markets, including its latest expansion to Singapore. Following a thorough analysis of the company, the focus of this paper lies on the selection and in-depth analysis of the market that emerges as best suited for Waterdrop’s further expansion. This decision funnel approach reveals Japan as the go-to market. Ultimately, this paper examines the most fitting entry strategy

Understanding the consumption process through in-branch and e-mortgage service channels: A first-time buyer perspective

This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here (////BURA web address here). Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.Purpose – The twin aims of this paper are to explore the differences in the consumption process between the traditional in-branch and web-based (e-mortgage) service channels and how the differences relate to any problems identified in the electronic service environment, with respect to information search and product evaluation. Design/methodology/approach – A process-oriented approach comparing the two service channels (in-branch vs e-mortgage) was conducted in two study phases. Data from the e-mortgage process were collected using protocol analysis with 12 first-time buyers (FTBs) applying on a website belonging either to a hybrid or to an internet-only bank. Results of the e-mortgage process were mapped on to stages of the in-branch process, which was captured by observation of six FTB mortgage interviews to determine the level of correspondence and emergent issues. Findings – Support for the FTB in the e-mortgage process was problematic and service provision was found to be product- rather than consumer-oriented. Practical implications – The study highlights the importance of design issues in the electronic service environment for creating confidence in the online advice and information available on home mortgages for FTBs. Originality/value – The paper promotes increased understanding by financial service providers of the characteristics that support the consultative selling process for complex products such as mortgages and inform multichannel retailing

Cross-channel information search and patterns of consumer electronics purchasing

Consumers diversify the sources where they seek information about goods and services as well as the places where they make a purchase. To a great extent, the choice between online and offline channels is determined by the qualities of the products that are sought, the frequency of purchasing them, and the pace of technological changes that the needed goods undergo. Consumer familiarity with a particular channel matters as well. The aim of the article is to verify whether a customer’s characteristics (age, gender, technical skills, technical education) influence the way consumers buy consumer electronics. The article focuses on radio and television equipment, computers, and mobile phones. The main point of interest is the differences during the information search and purchasing stages. The paper reports on the survey results conducted among 741 respondents. The analysis showed that the subjective perception of the respondents’ own technical skills as well as their gender diversify the way electronics are purchased. A non-linear relationship has been discovered between the risk involved in filing a warranty claim on electronics purchased via the Internet and the way of buying these products

The get big fast as a business model in e-commerce : a case study of Zalando

The purpose of this thesis is to identify the properties of the internet that help e-commerce companies to growth so much and so fast, along with the analysis of the Get Big Fast strategy. Such strategy exploits online business activities based on first mover advantage, allowing incumbents to preempt competition by gaining market share as fast as possible and generate positive feedbacks. This qualitative research is a case-study of Zalando, an online fashion retailer. Though initially specialized in footwear, the firm quickly broadened its product portfolio, expanded into new markets and acquired millions of clients, becoming the Europe’s market leader. Hence, this study investigates to what extent Zalando has followed the Get Big Fast principles, based on data provenient from five interviews and multiple secondary sources. The findings indicate that certain properties of the internet stimulate the scalability of business operations, such as: 1) Mediating Technology 2) Information Density 3) Universal Standards 4) Distribution Channel 5) Infinite Virtual Capacity and 6) Global Reach. Moreover, it was found that Zalando has actually pursued the Get Big Fast strategy by being an early mover in the market, applying three out of four common tactics to gain market share (capacity expansion, heavy advertising and formation of strategic alliances), following product and market development strategies and generating four positive feedbacks (economies of scale, learning effects, network effects and accumulation of complementary assets). Nevertheless, some limitations exist, including an extensive scope of research, limited amount of interviews conducted via Skype and a generalization problem.O propósito desta tese é indentificar as propriedades da Internet que ajudam as empresas de comércio electrónico a crescer tanto e tão rápido, juntamente com a análise da estratégia Get Big Fast. Esta estratégia explora a actividade económica online baseada em first mover advantage, permindo aos incumbentes antecipar os seus rivais através da rápida conquista de quota de mercado e da produção de feedbacks positivos. Este estudo qualitativo é um caso de estudo sobre a Zalando, uma loja virtual de moda. Apesar de ser inicialmente especializada em calçado, a empresa alargou rapidamente o seu portofolio de produtos, expandiu-se para novos mercados e adquiriu milhões de clientes, tornando-se no líder de mercado Europeu. Portanto, esta tese investiga em que medida a Zalando segiu os princípios Get Big Fast, de acordo com informação recolhida em cinco entrevistas e múltiplas fontes secundárias. Os resultados indicam que certas propriedades da Internet estimulam a expansibilidade do comércio online, tais como: 1) Tecnologia Mediadora 2) Densidade de Informação 3) Normas Universais 4) Canal de Distribuição 5) Capacidade Virtual Infinita 6) Alcance Global. Além disso, verificou-se que a Zalando seguiu efectivamente uma estratégia Get Big Fast por ser pioneira no mercado, aplicar três de quatro tácticas comuns destinadas à conquista de quota de mercado (expansão de capacidade, forte investimento publicitário e formação de alianças estratégicas), seguir estratégias de desenvolvimento de produtos e mercados e gerar quatro feedbacks positivos (economias de escala, efeitos de aprendizagem, efeitos de rede e acumulação de activos complementares). Contudo, existem algumas limitações, tais como o extenso âmbito de investigação, o número limitado de entrevistas realizadas por Skype e um problema de generelização

모바일 기기를 통한 식품 구매행동

학위논문(석사)--서울대학교 대학원 :농업생명과학대학 농경제사회학부(지역정보전공),2019. 8. 문정훈.The number of people using mobile devices with a touch-screen interface for online shopping is increasing rapidly. This study focused on the use of mobile devices (as opposed to PCs) when shopping for groceries online. Essay 1 discusses the differences between the use of mobile devices and PCs with regard to consumers grocery purchasing behaviors in online shopping malls. To achieve the aim of the study, online grocery purchase records from consumer household panels was analyzed. The results show that using a mobile device significantly influences consumers purchasing behavior. Essay 2 discusses the effect of touching on a product through a screen (vs. clicking on a product) on consumers in online shopping malls. The experiments were conducted with 107 participants. The results indicate that touch screens positively affect affective thinking style, mental simulation of a product, shopping enjoyment, and price premium. In addition, the main paths that affect the price premium differ when using a touch screen rather than a mouse.터치 인터페이스 기반인 모바일 기기를 사용하여 온라인 쇼핑을 하는 사람들이 급속도로 증가하고 있다. 본 연구는 온라인에서 식료품을 구입할 때 PC와 비교하여 모바일 기기의 사용이 미치는 영향에 초점을 맞추었다. 첫번째 연구에서는 온라인 쇼핑몰에서 모바일 기기 사용과 PC 사용의 차이가 소비자의 식료품 구매패턴에 미치는 영향을 확인하였다. 연구의 목적을 달성하기 위해 소비자 패널들의 온라인 식료품 구매 지출내역을 분석하였다. 분석결과, 사용하는 기기의 차이에 따라 온라인 쇼핑몰에서 소비자의 구매 행동이 달라진다는 것을 보여준다. 두번째 연구에서는 온라인 쇼핑몰에서 화면을 통해 제품을 터치하는 것이 마우스를 사용할 때와 비교하여 소비자 구매행동에 미치는 영향을 조사하였다. 본 연구의 목적을 위해 107명의 참가자들을 대상으로 실험을 진행했다. 그 결과, 스크린을 통한 제품의 터치는 사고 방식, 제품에 대한 정신적 시뮬레이션, 쇼핑에 대한 즐거움, 가격 프리미엄에 유의미한 영향을 미쳤다. 또한, 사용하는 인터페이스의 차이(터치 vs. 클릭)에 따라가격 프리미엄에 영향을 미치는 주요 경로가 다르다는 것을 보여준다.Essay 1: Difference in Online Grocery Purchasing Behaviors when Using Mobile Devices and PCs 1. Introduction · · 1 1.1 Research Background · · 1 1.2 Research Objectives · · 4 2. Literature Review · · 5 2.1 Features of Mobile Commerce · · 5 2.2 Difference in Devices (PC vs. Mobile) · · 7 3. Research Model and Hypotheses · · 11 3.1 Research Model · · 11 3.2 Hypotheses Development · · 11 4. Methodology · · 14 4.1 Data Collection · · 14 4.2 Operationalization of Smartphone Group (vs. PC group) · · 15 4.3 Operationalization of Purchasing Behavior · · 17 5. Data Analysis and Results · · 20 5.1 Sample Characteristics · · 20 5.2 Descriptive Statistics of Major Variables · · 22 5.3 Correlation Analysis · · 23 5.4 Hypothesis Test · · 25 6. Discussion · · 32 6.1 Summary of Findings · · 32 6.2 Contribution and Limitation · · 34 Essay 2: The Effect of Product Image Touch on Consumers Grocery Purchasing Behavior 1. Introduction · · 39 1.1 Research Background · · 39 1.2 Research Objectives · · 41 2. Theoretical Background · · 42 2.1 Thinking Style · · 42 2.2 Embodied Cognition Theory · · 45 3. Research model and Hypotheses · · 48 4. Methodology · · 53 4.1 Stimulus Material & Measurements Development · · 53 4.2 Procedure of Experiment · · 56 5. Data Analysis and Results · · 58 5.1 Data Collection · · 58 5.2 Demographic Information · · 58 5.3 Descriptive Statistics of Major Variables · · 60 5.4 Assessment of Measurement Model · · 61 5.5 Hypothesis Test · · 63 6. Discussion · · 68 6.1 Summary of Findings · · 68 6.2 Contribution and Limitation · · 70 Reference · · 74 Appendix A. Survey of Essay 1 · · 85 Appendix B. Stimulus of Essay 2 · · 86 Appendix C. Survey of Essay 2 · · 92 Abstract in Korean · · 98Maste