ADVANCED CONSUMER BEHAVIOUR

Advanced Consumer Behavior

Table of Contents

INTRODUCTION2

LITERATURE REVIEW3

The idea of designed behavior3

Attitude in the direction of the customary retailer4

Attitude in the direction of the online store4

Attitude and purchase intention5

Perceived behavioral command by the online store6

Information search aim and buy aim via the online store8

METHOD9

Subjects9

Instrument10

Procedure11

RESULTS11

Preliminary analyses11

Measurement model12

Structural model: hypotheses testing12

DISCUSSION AND IMPLICATIONS14

REFERENCES17

Advanced Consumer Behavior (Click & Mortar)

Introduction

Multi-channel retailing has been identified as a new key marketing program for retailers. The multi-channel retail format encompasses not only physical shops and catalogs, but furthermore online shops, kiosks, and wireless channels. Clark (1997) classified two superior multi-channel retailers in the current online market:

Click-and-mortars who respond buyer demand through offline and online stores (e.g. BestBuy.com, Gap.com, Barnes and Noble.com, Macys.com); and

Catalog firms that present their publish catalogs on the web (e.g. J.Crew.com, Landsend.com).

According to Gartner's (2002) study, roughly 75 per hundred of retailer respondents had a multi-channel retailing scheme (MRS) either in place or in design to enhance the firm's general performance. Multi-channel retailers who traded the products over online and traditional passages accounted for more than 67 per hundred of online retailing. More than 50 percent of multi-channel retailers described affirmative operating margins for online enterprise in 2001 (Shop.org, 2002). Forrester Research (2003a) reported that about half of online customers also bought offline, and in opposition, about 20 per hundred of their offline customers bought online. Uvocalise multi-channel approach, online shop could enhance their offline sales or vice versa. Those customers who bought the products in both online and offline, displayed larger commitment to the retailers.

In the past, much of the study on e-commerce has been focusing on the internet site as a lone channel rather than as a conduit elongation from the customary retail format. In supplement, the past study has not addressed the impact of consumer mind-set in the direction of the customary retailer on moving shopping conduits. Therefore, the purpose of this study is to analyze the consumer shopping conduit elongation focusing on mind-set move from offline to online shop with a theoretical approach. This research mainly adopted the idea of planned demeanour (Ajzen, 1985, 1991) to explain buyer shopping demeanour in the context of the multi-shopping conduit environment. The idea of designed demeanour was modified to reinforce the suggested form with current relevant literature in multi-channel retailing. This study also investigated the connections amidst buyer mind-set toward the offline shop, mind-set in the direction of the online shop, information search aim from the online shop, perceived behavioral command via the online shop, and buy intention, focusing on the multi-channel retailers (click & mortars) who deal apparel products in both offline and online stores.

Literature Review

The theory of planned behavior

The idea of designed demeanour (Ajzen, 1985, 1991) posits that mind-set in the direction of a demeanour, personal norm, and seen behavioral control are the antecedents of aim to perform a behavior. Attitude toward a demeanour is referred as an individual's positive or negative evaluation of a relevant demeanour and is composed of an individual's salient convictions regarding the seen penalties of ...