A Micro‐Econometric Store Choice Model Incorporating Multi‐ and Omni‐Channel Shopping: The Case of Furniture Retailing in Germany
A Micro‐Econometric Store Choice Model Incorporating Multi‐ and Omni‐Channel Shopping: The Case of Furniture Retailing in Germany
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DOI：
10.1111/gean.12308
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发表时间：
2021-10
影响因子：
3.6
通讯作者：
T. Wieland
中科院分区：
文献类型：
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作者：
T. Wieland
在线零售和多渠道/全渠道购物变得越来越重要。然而，目前非常缺乏将在线购物纳入空间购物行为模型的研究。本研究的目的是（1）构建一个商店选择模型，其中包括实体店和网上商店以及全渠道购物的机会，以及（2）在考虑到两种渠道的可用性的情况下，确定空间购物行为的主要驱动因素。本研究基于代表性调查，对家具零售的商店选择和支出采用显示偏好方法。使用障碍模型方法进行统计分析，以个体消费者在（在线或实体）家具店的支出作为因变量。结果表明，渠道选择（线上与线下）主要受到消费者心理特征、居住地和年龄的影响。商店选择和支出主要由商店特征（例如品种规模、全渠道整合和可达性）来解释。这项研究表明，电子购物可以集成到商店选择模型中，并且建模方法和后续研究结果对于零售公司和空间规划都具有重要意义。
Online retailing and multi- /omni- channel shopping are gaining in importance. However, there is a significant lack of research focused on incorporating online shopping into models of spatial shopping behavior. The present study aims (1) to construct a store choice model which includes both physical and online stores as well as the opportunity for omni-channel shopping, and (2) to identify the main drivers of spatial shopping behavior given the availability of both channels. Based on a representative survey, this study employs a revealed- preference approach toward store choice and expenditures in furniture retailing. The statistical analysis is performed using a hurdle model approach, with the expenditures of individual consumers at (online or physical) furniture stores serving as the dependent variable. Results show that channel choice (online vs. offline) is mainly influenced by psychographic characteristics, place of residence, and age of the consumers. Store choice and expenditures are primarily explained by store features such as assortment size, omni- channel integration, and accessibility. This study demonstrates that e- shopping can be integrated into a store choice model and that both the modeling approach and the subsequent findings are of significance for retail companies and spatial planning.