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@article{48300, author = {Bauerová, Radka and Braciníková, Veronika}, article_number = {5}, doi = {http://dx.doi.org/10.3390/su13052453}, keywords = {purchase channel; online shopping; consumer behavior; customers’ choice; omnichannel; sustainability; brand; loyalty}, language = {eng}, issn = {2071-1050}, journal = {Sustainability (Switzerland)}, title = {Customer’s Choice of Purchasing Channel: Do Channel Characteristic, Brand, and Loyalty Matter When Shopping in Hybrid Retailers?}, url = {https://www.mdpi.com/2071-1050/13/5/2453}, volume = {13}, year = {2021} }
TY - JOUR ID - 48300 AU - Bauerová, Radka - Braciníková, Veronika PY - 2021 TI - Customer’s Choice of Purchasing Channel: Do Channel Characteristic, Brand, and Loyalty Matter When Shopping in Hybrid Retailers? JF - Sustainability (Switzerland) VL - 13 IS - 5 SP - 1-18 EP - 1-18 SN - 20711050 KW - purchase channel KW - online shopping KW - consumer behavior KW - customers’ choice KW - omnichannel KW - sustainability KW - brand KW - loyalty UR - https://www.mdpi.com/2071-1050/13/5/2453 N2 - 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. ER -
BAUEROVÁ, Radka and Veronika BRACINÍKOVÁ. Customer’s Choice of Purchasing Channel: Do Channel Characteristic, Brand, and Loyalty Matter When Shopping in Hybrid Retailers? \textit{Sustainability (Switzerland)}. 2021, vol.~13, No~5, p.~1-18. ISSN~2071-1050. Available from: https://dx.doi.org/10.3390/su13052453.
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