From Point of Purchase to Path to Purchase: How Preshopping Factors Drive Unplanned Buying
From Point of Purchase to Path to Purchase: How Preshopping Factors Drive Unplanned Buying
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DOI：
10.1509/jmkg.75.1.31
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发表时间：
2011-01-01
影响因子：
12.9
通讯作者：
Knox, George
中科院分区：
文献类型：
--
作者：
Bell, David R.;Corsten, Daniel;Knox, George
许多零售商认为，大多数购买都是计划外的，因此他们在店内营销上投入巨资，以刺激这类购买。与此同时，“购物前”因素的影响-购物者的整体旅行目标，商店特定的购物目标，以及先前的营销策略-在很大程度上是未开发的。作者专注于这些店外驱动程序，与以往的研究不同，使用面板数据来“保持购物者不变”，同时估计无偏的旅行水平效应。因此，他们发现了零售商从现有购物者那里产生更多计划外购买的机会。作者发现，计划外购买的数量单调增加的抽象的整体购物之旅的目标，是建立在购物者进入商店。与商店相关的目标也会影响计划外购买;在购物者选择价格优惠的商店的旅行中，计划外购买较高，而在购物者选择商店作为多店购物旅行的一部分的旅行中，计划外购买较低。虽然店外营销没有直接影响，但它加强了在店内使用营销材料的购物者的计划外购买。作者讨论了零售商的影响。
Many retailers believe that a majority of purchases are unplanned, so they spend heavily on in-store marketing to stimulate these types of purchases. At the same time, the effects of "preshopping" factors-the shoppers' overall trip goals, store-specific shopping objectives, and prior marketing exposures-are largely unexplored. The authors focus on these out-of-store drivers and, unlike prior research, use panel data to "hold the shopper constant" while estimating unbiased trip-level effects. Thus, they uncover opportunities for retailers to generate more unplanned buying from existing shoppers. The authors find that the amount of unplanned buying increases monotonically with the abstractness of the overall shopping trip goal that is established before the shopper enters the store. Store-linked goals also affect unplanned buying; unplanned buying is higher on trips in which the shopper chooses the store for favorable pricing and lower on trips in which the shopper chooses the store as part of a multistore shopping trip. Although out-of-store marketing has no direct effect, it reinforces the lift in unplanned buying from shoppers who use marketing materials inside the store. The authors discuss the implications for retailers.