Multichannel behaviour in the retail industry: evidence from an emerging market

ABSTRACT

With today’s proliferation of channel options, the retail industry should strive to provide a pleasurable experience to customers as they surf across different channels, in order to keep them connected. This study attempts to investigate channel choice in the retail industry in a multichannel environment. It examines the association between three sets of factors namely, psychographic factors, sociodemographic factors and channel experience factors and channel use for search versus purchase by customers. Data was drawn from a sample of 252 customers in the retail industry in Egypt and analysed using structural equation modelling using partial least squares (PLS-SEM). Significant differences were found with regards to psychographic, sociodemographic as well as channel experience factors, between customers who use channels for search and those who use them for purchase. With regards to psychographics, significant differences were found between customers who use channels for search vs. purchase in terms of (innovativeness, internet experience, perceived risk and time pressure). As for demographics (age and education) were significant factors, and as for channel experience factors (price advantage, trust and customisation) were significant factors distinguishing between channel use for search vs. purchase. This study provides useful insights for further research and managerial implications.

KEYWORDS:

• Multichannel behaviour
• retail industry
• emerging market
• channel choice

Disclosure statement

No potential conflict of interest was reported by the author(s).