Analyzing consumer behavior at retailers with hybrid distribution channels: a trust perspective

Authors:
Maximilian Teltzrow;Oliver Günther;Carsten Pohle
Affiliations:
Humboldt Universität zu Berlin, Berlin;Humboldt Universität zu Berlin, Berlin;HHL- Leipzig Graduate School of Management, Leipzig
Venue:
ICEC '03 Proceedings of the 5th international conference on Electronic commerce
Year:
2003

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Abstract

Retailers with multiple distribution channels are increasingly gaining market shares compared to Internet-only retailers. However, a lack of research explaining consumers' purchasing behavior in a multi-channel context can be identified.This paper discusses examples of multi-channel strategies and describes in detail the case of an online retailer who aims at measuring the interrelation between the sales channel Internet and a physical branch network. Based on the analysis of the retailer's transaction data and a literature review, we derive hypotheses to explain consumer purchasing behavior. A questionnaire is presented to further test the hypotheses.