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

Elodie Huré 1 Karine Picot-Coupey 2, 3, * Claire-Lise Ackermann 4
* Corresponding author
1 ESC Rennes School of Business
2 IGR-IAE Rennes - Institut de Gestion de Rennes - Institut d'Administration des Entreprises - Rennes
3 CREM - Centre de recherche en économie et management
4 Audencia Recherche
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.
Keywords : Omni-channel Shopping value Seamlessness Retail digitalization
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Journal articles
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https://halshs.archives-ouvertes.fr/halshs-01595944
Contributor : Naïla Louise-Rose <>
Submitted on : Wednesday, September 27, 2017 - 10:11:23 AM
Last modification on : Wednesday, July 7, 2021 - 3:43:46 PM

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CREM | UNAM | ESC-RENNES | UNIV-RENNES1 | CTIM | CER | RSCOM | CREM-ORN | CNRS | COMUE-NORMANDIE | UNIV-RENNES | UNICAEN | AUDENCIA

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Elodie Huré, Karine Picot-Coupey, Claire-Lise Ackermann. Understanding omni-channel shopping value: A mixed-method study. Journal of Retailing and Consumer Services, Elsevier, 2017, 39, pp.314 - 330. ⟨10.1016/j.jretconser.2017.08.011⟩. ⟨halshs-01595944⟩

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