Customer’s Choice of Purchasing Channel: Do Channel Characteristic, Brand, and Loyalty Matter When Shopping in Hybrid Retailers?

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F21%3AA0000197" target="_blank" >RIV/47813059:19520/21:A0000197 - isvavai.cz</a>

Result on the web

<a href="https://www.mdpi.com/2071-1050/13/5/2453" target="_blank" >https://www.mdpi.com/2071-1050/13/5/2453</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.3390/su13052453" target="_blank" >10.3390/su13052453</a>

Result language

angličtina

Original language name

Customer’s Choice of Purchasing Channel: Do Channel Characteristic, Brand, and Loyalty Matter When Shopping in Hybrid Retailers?

Original language description

This paper is focused on investigating the importance of factors that affect customers in both environments. Data were obtained from 1021 respondents using an online panel from the IPSOS research company in Czechia in 2019. Two content analyses were used to obtain results. Attention was also focused on the perception of brand/loyalty in shifting retailers to the online environment or offline environment. The aim of the paper is to find out what factors and how they influence customers when deciding of purchasing channel. The results show the choice of channel is influenced by factors given by channel benefits, the product, brand perception, loyalty, and customer characteristics. Within hybrid retailers, the most preferred purchasing channel is still the offline channel. However, the results also show a significant impact of brand perception and loyalty in the transition of hybrid retailers to a purely online or offline environment, which significantly opens up opportunities for retailing management within sustainable brand management.

Czech name

—

Czech description

—

Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

—

OECD FORD branch

50202 - Applied Economics, Econometrics

Project

—

Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2021

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Sustainability (Switzerland)

ISSN

2071-1050

e-ISSN

—

Volume of the periodical

13

Issue of the periodical within the volume

5

Country of publishing house

CH - SWITZERLAND

Number of pages

18

Pages from-to

1-18

UT code for WoS article

000628585000001

EID of the result in the Scopus database

—