Detailed Information on Publication Record
2021
Customer’s Choice of Purchasing Channel: Do Channel Characteristic, Brand, and Loyalty Matter When Shopping in Hybrid Retailers?
BAUEROVÁ, Radka and Veronika BRACINÍKOVÁBasic information
Original name
Customer’s Choice of Purchasing Channel: Do Channel Characteristic, Brand, and Loyalty Matter When Shopping in Hybrid Retailers?
Authors
BAUEROVÁ, Radka (203 Czech Republic, guarantor, belonging to the institution) and Veronika BRACINÍKOVÁ (703 Slovakia, belonging to the institution)
Edition
Sustainability (Switzerland), 2021, 2071-1050
Other information
Language
English
Type of outcome
Článek v odborném periodiku
Field of Study
50202 Applied Economics, Econometrics
Country of publisher
Switzerland
Confidentiality degree
není předmětem státního či obchodního tajemství
RIV identification code
RIV/47813059:19520/21:A0000197
Organization unit
School of Business Administration in Karvina
UT WoS
000628585000001
Keywords in English
purchase channel; online shopping; consumer behavior; customers’ choice; omnichannel; sustainability; brand; loyalty
Tags
Změněno: 12/4/2022 14:18, Miroslava Snopková
Abstract
V originále
This paper is focused on investigating the importance of factors that affect customers in both environments. Data were obtained from 1021 respondents using an online panel from the IPSOS research company in Czechia in 2019. Two content analyses were used to obtain results. Attention was also focused on the perception of brand/loyalty in shifting retailers to the online environment or offline environment. The aim of the paper is to find out what factors and how they influence customers when deciding of purchasing channel. The results show the choice of channel is influenced by factors given by channel benefits, the product, brand perception, loyalty, and customer characteristics. Within hybrid retailers, the most preferred purchasing channel is still the offline channel. However, the results also show a significant impact of brand perception and loyalty in the transition of hybrid retailers to a purely online or offline environment, which significantly opens up opportunities for retailing management within sustainable brand management.