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Omni and Multi-Channel: Relationship with Utilitarian/Hedonic Benefits, Shopping Value and Channel Patronage

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  • Randheer Kokku

    (Kingdom of Saudi Arabia, Ministry of Higher Education, King Saud University, College of Business Administration, Riyadh 11587, Saudi Arabia.)

Abstract

This study makes an attempt to examine channel patronage, a narrow research gap from literature in the omni and multichannel concept, additionally it has taken up shopping value, utilitarian and hedonic benefits. It examined the characteristics and relationship of omni and multi-channel. It observed whether channels deliver shopping value to customers. It found shopping value is created have significant relationship with utilitarian and hedonic benefits. Ultimately this study fills the research gap by throwing light on why customers show patronage for a retail channel and does shopping value effect it. Reflective first and second order model was used. Both EFA and CFA were performed. Average variance extracted, composite reliability, Cronbach’s alpha, cross loadings and Fornell and Lacker’s values were used to assess convergent and discriminant validity for measurement model. Path coefficient was used to assess structural model. Validation of structural model was done using R2, f2 and Q2. It was found that respondents opine omni is different and better than multi-channel. Utilitarian and hedonic have relationship with both, but are better in omni than multi-channel. Independently, shopping value and customer patronage have relationship with utilitarian and hedonic; omni and multi-channels; but they are better in hedonic than utilitarian; and omni than multi-channel. Customer patronage has relationship with shopping value and is better in omni than multichannel when moderated by later.

Suggested Citation

  • Randheer Kokku, 2021. "Omni and Multi-Channel: Relationship with Utilitarian/Hedonic Benefits, Shopping Value and Channel Patronage," International Review of Management and Marketing, Econjournals, vol. 11(2), pages 11-22.
    • Handle: RePEc:eco:journ3:2021-02-2
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    References listed on IDEAS

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    1. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    2. Blut, Markus & Teller, Christoph & Floh, Arne, 2018. "Testing Retail Marketing-Mix Effects on Patronage: A Meta-Analysis," Journal of Retailing, Elsevier, vol. 94(2), pages 113-135.
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    Cited by:

    1. Yini Chen & Ting Chi, 2021. "How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers," Sustainability, MDPI, vol. 13(16), pages 1-29, August.
    2. Ionica Oncioiu & Iustin Priescu & Geanina Silviana Banu & Narcis Chirca, 2023. "Green Consumers’ Responses to Integrated Digital Communication in the Context of Multichannel Retail," Sustainability, MDPI, vol. 15(2), pages 1-17, January.

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    More about this item

    Keywords

    Omni Channel; Multi-Channel; Utilitarian; Hedonic; Shopping Value; Retail Channel Patronage.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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