The Impact of Multichannel Assortment Integration on Customer Choice
Journal
AMA Educators Proceedings
ISSN
1054-0806
ISBN
978-1-61839-652-5
Type
conference paper
Date Issued
2011-08-05
Author(s)
Editor(s)
Noble, S.
Abstract
Customer choice in retailing increasingly takes place in multichannel settings. Channel integration, that is, how consistent multiple channels of the same company are in terms of retail mix elements (e.g. price, assortment), receives rising attention in research and practice. In this article, we investigate the effects of multichannel assortment integration on customer choice. Further, we research the moderating impact of assortment relations as well as customer characteristics. We test our hypothesis in a 3 x 3 role-playing experiment using a nationwide representative sample of 959 customers. We find that multichannel assortment integration positively influences customers' perceived choice, exploration, and choice confidence. We also unveil that different interactions between channel assortment integration and assortment relations are at work for each choice construct. The effectiveness of channel assortment integration further depends on customers' personal need for structure and their level of involvement. Our results underscore the need for retailers to consider offering consistent assortments across channels. This is especially important, given that 70% of retailers have not fully integrated their channels. The paper closes with implications for multichannel managers and researchers.
Language
English
Keywords
Multichannel Management
Assortment
Choice
Channel Integration
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Delivering Value in Turbulent Times
Publisher
American Marketing Association
Publisher place
New York
Volume
Volume 22
Start page
20
Event Title
American Marketing Association (AMA) Summer Educators' Conference 2011
Event Location
San Francisco
Event Date
05.-07.08.2011
Subject(s)
Division(s)
Eprints ID
205826