Identifying the Determinants of Store Choice in a Multi-Channel Environment: A Hurdle Model Approach
Identifying the Determinants of Store Choice in a Multi-Channel Environment: A Hurdle Model Approach
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DOI：
10.1080/23754931.2021.1895875
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发表时间：
2021-03
影响因子：
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通讯作者：
T. Wieland
中科院分区：
文献类型：
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作者：
T. Wieland
摘要零售地理学的研究视角是消费者的店铺选择，然而，在网上购物的背景下，对空间购物行为的研究却十分缺乏。本研究试图通过调查实体店和网上商店的商店选择和支出流来填补这一空白。基于在德国两个地区的代表性调查，该研究采用了显示偏好的方法对商店的选择和消费电子产品（CE）零售为例的支出。对于个人购物行为的分析，一个微观经济计量模型，障碍模型，被应用。结果表明，渠道的选择主要是受空间，社会人口和消费者的心理特征，而渠道和商店特定的交易成本-包括旅行时间，交货时间和交货费用-是商店的选择和支出的主要驱动力。此外，多渠道零售商的跨渠道整合增加了这类商店被选中的可能性，尽管这一点无法证实提供“点击并收集”的商店。结果表明，电子购物可以集成到一个商店的选择模型，这是最初设计的物理购物场所。本文的建模方法和结果对零售企业和空间规划具有一定的指导意义。
Abstract Although the established perspective of retail geography is the consumers’ store choice, surprisingly, there is a lack in the investigation of spatial shopping behavior, given the opportunity of online shopping alternatively. The present study attempts to fill this gap by investigating store choice and expenditure flows incorporating both physical and online stores. Based on a representative survey in two German regions, the study employs a revealed-preference approach toward store choice and expenditures taking consumer electronics (CE) retailing as an example. For the analysis of individual shopping behavior, a micro-econometric model, the hurdle model, is applied. Results indicate that channel choice is mainly influenced by spatial, socio-demographic, and psychographic characteristics of the consumers, whilst channel- and store-specific transaction costs – including travel time, delivery time and delivery charges – are main drivers of store choice and expenditures. Furthermore, the cross-channel integration of multi-channel retailers increases the likelihood of such stores being chosen, although this cannot be confirmed for stores providing “click and collect”. It is shown that e-shopping can be integrated into a store choice model, which was originally designed for physical shopping locations only. Both the modeling approach and the results are of significance for retail companies and spatial planning.