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

Elodie Huré (1) , Karine Picot-Coupey (2, 3) , Claire-Lise Ackermann (4)

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

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.

Mots clés: Omni-channel; Shopping value; Seamlessness; Retail digitalization

Domaines: Economies et finances; Gestion et management

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