The Impact of Shopping Motives, Channel Preferences and Cross-Channel Technologies on Cross-Channel Behavior – A Comparative Analysis between Germany and Poland

购物动机、渠道偏好和跨渠道技术对跨渠道行为的影响——德国和波兰的比较分析

• 批准号: 426553652
• 负责人: Professor Dr. Stephan Zielke
• 金额: --
• 依托单位: Narodowe Centrum Nauki
• 依托单位国家: 德国
• 项目类别: Research Grants
• 财政年份: 2019
• 资助国家: 德国
• 起止时间: 2018-12-31 至 2023-12-31
• 项目状态: 已结题
• 来源: https://gepris.dfg.de/gepris/projekt/426553652?language=en
• 关键词: Impact; Shopping; Motives; Channel; Preferences

This project analyzes consumer behavior in online (internet shop) and offline channels (stores) in two markets, which are culturally similar, but differ in market maturity: Germany and Poland. The project in particular sheds light on cross-channel behavior and usage of cross-channel technologies in these differently developed markets. Cross-channel behavior addresses the phenomenon that customers use different channels for information search, purchase and post-purchase activities. For example, customers often search for price information online, but buy the product offline, where they expect the retailer to match the online price. Other customers go to stores, touch and feel the products, talk with the sales personnel, but buy the product later at a lower price online. We explain such behavior by shopping motives. Depending on how much importance customers attach to information search, product assortment, shopping convenience, price, immediate possession, social interaction and shopping experience, they prefer different channels in the search, purchase and post-purchase stage. Furthermore, we assume that such motives differ with market development; e.g. customers in emerging countries may put more emphasis on price, while customers in developed countries may value the shopping experience more. Cross-channel behavior dramatically affects the retail landscape. Some traditional offline retailers suffer from declining sales and price pressure, while others proactively develop their online business and implement cross-channel technologies (e.g., click & collect, in-store terminals) to offer the customer an overall shopping experience. Because of this huge relevance of cross-channel behavior and the scarce research addressing this phenomenon, our project aims to analyze the impact of shopping motives, channel preferences and cross-channel technologies on cross-channel behavior based on qualitative and quantitative studies. Results should help retailers to stimulate positive forms of loyal cross-channel behavior and reduce negative forms of free-riding cross-channel behavior (e.g. through better targeting segments with different motives for channel choice and a more targeted implementation of cross-channel technologies).The empirical studies will be conducted parallel in Germany and Poland. The project therefore adds an international dimension to cross-channel behavior, as it analyzes such behavior in two differently developed markets. This is not only important to understand differences in such behavior between countries, but also to forecast possible changes in such behavior with ongoing market development.

本项目分析了德国和波兰这两个文化相似但市场成熟度不同的市场的线上（网店）和线下渠道（实体店）的消费者行为。该项目特别揭示了这些不同发达市场的跨渠道行为和跨渠道技术的使用情况。跨渠道行为指的是顾客使用不同渠道进行信息搜索、购买和购后活动的现象。例如，顾客经常在网上搜索价格信息，但在线下购买产品，他们希望零售商提供与在线价格相匹配的价格。其他顾客去商店，触摸和感受产品，与销售人员交谈，但稍后在网上以较低的价格购买产品。我们用购物动机来解释这种行为。根据消费者对信息搜索、产品分类、购物便利性、价格、即时拥有、社交互动和购物体验的重视程度，他们在搜索、购买和购后阶段会选择不同的渠道。此外，我们假设这些动机随市场发展而不同；例如，新兴国家的顾客可能更注重价格，而发达国家的顾客可能更看重购物体验。跨渠道行为极大地影响了零售格局。一些传统的线下零售商面临着销售下滑和价格压力，而另一些零售商则积极发展线上业务，并实施跨渠道技术（如点击提货、店内终端），为客户提供全面的购物体验。由于跨渠道行为具有巨大的相关性，而针对这一现象的研究很少，因此我们的项目旨在通过定性和定量研究来分析购物动机、渠道偏好和跨渠道技术对跨渠道行为的影响。结果应该有助于零售商激发积极形式的忠诚跨渠道行为，减少消极形式的搭便车跨渠道行为（例如，通过更好地瞄准具有不同渠道选择动机的细分市场和更有针对性地实施跨渠道技术）。实证研究将在德国和波兰平行进行。因此，该项目为跨渠道行为增加了一个国际维度，因为它分析了两个不同发达市场的这种行为。这不仅对于理解不同国家之间这种行为的差异很重要，而且对于预测这种行为随着市场发展可能发生的变化也很重要。