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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

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OECD FORD obor

50202 - Applied Economics, Econometrics

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název periodika

Sustainability (Switzerland)

ISSN

2071-1050

e-ISSN

—

Svazek periodika

13

Číslo periodika v rámci svazku

5

Stát vydavatele periodika

CH - Švýcarská konfederace

Počet stran výsledku

18

Strana od-do

1-18

Kód UT WoS článku

000628585000001

EID výsledku v databázi Scopus

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