BAUEROVÁ, Radka and Veronika BRACINÍKOVÁ. Customer’s Choice of Purchasing Channel: Do Channel Characteristic, Brand, and Loyalty Matter When Shopping in Hybrid Retailers? 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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Basic 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
Original language English
Type of outcome Article in a journal
Field of Study 50202 Applied Economics, Econometrics
Country of publisher Switzerland
Confidentiality degree is not subject to a state or trade secret
WWW Webová stránka, ze které je dostupný plný text článku
RIV identification code RIV/47813059:19520/21:A0000197
Organization unit School of Business Administration in Karvina
Doi http://dx.doi.org/10.3390/su13052453
UT WoS 000628585000001
Keywords in English purchase channel; online shopping; consumer behavior; customers’ choice; omnichannel; sustainability; brand; loyalty
Tags impakt
Changed by Changed by: Miroslava Snopková, učo 43819. Changed: 12/4/2022 14:18.
Abstract
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.
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