Relative importance of motivation, store patronage, and marketing efforts in driving cross-buying behaviors

ABSTRACT

This study identifies the extent to which cross-buying behaviors can be attributed to consumer motives, store patronage, and marketing efforts. Their explanatory power is empirically examined using a panel survey and purchase history data for fashion products of 3,052 customers patronizing an online shopping mall. Motivation explains merely 4% of the variation in the number of product categories purchased during the study period, surpassed by the variation explained by store patronage (8%) and marketing efforts (38%). These results suggest that, while motivation may be a necessary antecedent for cross-buying, it is insufficient as a ‘standalone’ driver, as behavior is largely driven by customers’ responses to marketing efforts.

KEYWORDS:

• Cross-buying
• motivation
• store patronage
• promotion
• fashion
• online mall

Disclosure statement

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

Additional information

Funding

This research was supported by JSPS KAKENHI [grant number 17H02573, 18K01875]