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Understanding omni-channel shopping value: A mixed-method study

Author

Listed:
  • Elodie Huré

    (ESC Rennes School of Business - ESC [Rennes] - ESC Rennes School of Business)

  • Karine Picot-Coupey

    (IGR-IAE Rennes - Institut de Gestion de Rennes - Institut d'Administration des Entreprises - Rennes - UR - Université de Rennes, CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Claire-Lise Ackermann

    (Audencia Recherche - Audencia Business School)

Abstract

This paper aims to investigate the omni-channel shopping value (SV) by proposing and empirically testing an omni-channel SV model based on SV literature and omni-channel literature reviews to identify the key omni-channel concept characteristics. A mixed-method design combining quantitative (n = 59) and qualitative (n = 17) methods in an abductive logic was adopted. The four key findings were omni-channel SV is caused by touch points' SV; this causal effect is moderated by omni-channel shopping perceived consistency; but the content and measure of the constructs must be reconceptualized in the omni-channel shopping context; and physical shopping's nature evolves in both its utilitarian and social dimensions.

Suggested Citation

  • Elodie Huré & Karine Picot-Coupey & Claire-Lise Ackermann, 2017. "Understanding omni-channel shopping value: A mixed-method study," Post-Print halshs-01595944, HAL.
    • Handle: RePEc:hal:journl:halshs-01595944
    DOI: 10.1016/j.jretconser.2017.08.011
    as

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