Browse > Article
http://dx.doi.org/10.5392/JKCA.2022.22.01.224

How do Physical Stores Survive in the Market: An Investigation into Consumer Switching Behavior from the Online to the Offline Channel  

Duan, Xiaowei (경희대학교 일반대학원 경영학과)
Zong, Lu (경희대학교 일반대학원 경영학과)
Publication Information
The Journal of the Korea Contents Association / v.22, no.1, 2022 , pp. 224-239 More about this Journal
Abstract
Despite an impressive growth of online sales, the bricks-and-mortar bandwagon still remain high-profile in the realm of consumer channel switching behavior. Different from the existing research exploring the consumer switching behavior from the offline to the online retailer, this study is an effort to investigate why and when do consumers switch from the online to the offline channel by applying the push-pull-mooring framework. Thus, structural equation modeling and SPSS were used to test the established hypotheses. The results, as expected, show that both push factors (i.e., perceived risk and dissatisfaction) and pull factors (alternative attractiveness and perceived ownership) are positively related to a consumer's intention to switch from the online to the offline channel. Moreover, all of expected interactions between push factors and mooring factors (i.e., switching costs, variety seeking, and subjective norms), and between pull factors and mooring factors are supported, except for the interactions between push factors and switching costs as well as between pull factors and subjective norms. Finally, implications and limitations are discussed.
Keywords
Online Channel; Offline Channel; Switching Behavior; PPM Model;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Y. Sun, D. Liu, S. Chen, X. Wu, X. L. Shen, and X. Zhang, "Understanding users' switching behavior of mobile instant messaging applications: An empirical study from the perspective of push-pull-mooring framework," Computers in Human Behavior, Vol.75, pp.727-738, 2017.   DOI
2 W. Liu, R. Batra, and H. Wang, "Product touch and consumers' online and offline buying: The role of mental representation," Journal of Retailing, Vol.93, No.3, pp.369-381, 2017.   DOI
3 J. Zhang, P. W. Farris, J. W. Irvin, T. Kushwaha, T. J. Steenburgh, and B. A. Weitz, "Crafting integrated multichannel retailing strategies," Journal of Interactive Marketing, Vol.24, No.2, pp.168-180, 2010.   DOI
4 K. Pauwels and S. A. Neslin, "Building with bricks and mortar: The revenue impact of opening physical stores in a multichannel environment," Journal of Retailing, Vol.91, No.2, pp.182-197, 2015.   DOI
5 J. Avery, T. J. Steenburgh, J. Deighton, and M. Caravella, "Adding bricks to clicks: Predicting the patterns of cross-channel elasticities over time," Journal of Marketing, Vol.76, No.3, pp.96-111, 2012.   DOI
6 H. S. Bansal, S. F. Taylor, and Y. S. James, "Migrating to new service providers: Toward a unifying framework of consumers' switching behavior," Journal of the Academy of Marketing Science, Vol.33, No.1, pp.96-115, 2005.   DOI
7 Y. Li, H. Liu, E. T. K. Lim, J. M. Goh, F. Yang, and M. K. O. Lee, "Customer's reaction to cross-channel integration in omnichannel retailing: The mediating roles of retailer uncertainty, identity attractiveness, and switching costs," Decision Support Systems, Vol.109, pp.50-60, 2018.   DOI
8 이성준, "정책기대의 조절효과를 고려한 플랫폼 기반 간편결제 서비스로의 전환의도 영향 요인 분석: <카카오페이> 사례를 중심으로," 한국콘텐츠학회논문지, 제19권, 제5호, pp.426-442, 2019.   DOI
9 C. B. Bhattacharya and S. Sen, "Consumer-company identification: A framework for understanding consumers' relationships with companies," Journal of Marketing, Vol.67, No.2, pp.76-88, 2003.   DOI
10 H. H. Chang, K. H. Wong, and S. Y. Li, "Applying push-pull-mooring to investigate channel switching behaviors: M-shopping self-efficacy and switching costs as moderators," Electronic Commerce Research and Applications, Vol.24, pp.50-67, 2017.   DOI
11 K. B. Murray and J. L. Schlacter, "The impact of services versus goods on consumers' assessment of perceived risk and variability," Journal of the Academy of Marketing Science, Vol.18, No.1, pp.51-65, 1990.   DOI
12 V. Kumar and V. Kaushal, "Perceived brand authenticity and social exclusion as drivers of psychological brand ownership," Journal of Retailing and Consumer Services, Vol.61, pp.1-10, 2021.
13 S. Yoon and H. C. Kim, "Feeling economically stuck: The effect of perceived economic mobility and socioeconomic status on variety seeking," Journal of Consumer Research, Vol.44, No.5, pp.1141-1156, 2018.   DOI
14 G. R. Dowling and R. Staelin, "A model of perceived risk and intended risk handling activity," Journal of Consumer Research, Vol.21, No.1, pp.119-125, 1994.   DOI
15 D. Grewal, J. Gotlieb, and H. Marmorstein, "The moderating effects of message framing and source credibility on the price-perceived risk relationship," Journal of Consumer Research, Vol.21, No.1, pp.145-153, 1994.   DOI
16 E. Lee, "A theory of migration," Demography, Vol.3, pp.47-57, 1966.   DOI
17 B. Moon, "Paradigms in migration research: Exploring 'moorings' as a schema," Progress in Human Geography, Vol.19, No.4, pp.504-524, 1995.   DOI
18 P. A. Pavlou, "Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model," International Journal of Electronic Commerce, Vol.7, No.3, pp.101-134, 2003.   DOI
19 A. Bhatnagar and S. Ghose, "Online information search termination patterns across product categories and consumer demographics," Journal of Retailing, Vol.80, No.3, pp.221-228, 2004.   DOI
20 M. A. Jones, D. L. Mothersbaugh, and S. E. Beatty, "Switching barriers and repurchase intentions in service," Journal of Retailing, Vol.76, No.2, pp.259-274, 2000.   DOI
21 C. P. Kirk, J. Peck, and S. D. Swain, "Property lines in the mind: Consumers' psychological ownership and their territorial responses," Journal of Consumer Research, Vol.45, No.1, pp.148-168, 2018.   DOI
22 K. Campo and E. Breugelmans, "Buying groceries in brick and click stores: Category allocation decisions and the moderating effect of online buying experience," Journal of Interactive Marketing, Vol.31, pp.63-78, 2015.   DOI
23 J. J. Cronin, M. K. Brady, and G. T. M. Hult, "Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments," Journal of Retailing, Vol.76, No.2, pp.193-218, 2000.   DOI
24 V. McKinney, K. Yoon, and F. Zahedi, "The measurement of web-customer satisfaction: An expectation and disconfirmation approach," Information Systems Research, Vol.13, No.3, pp.296-315, 2002.   DOI
25 N. Sharma and P. G. Patterson, "Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services," International Journal of Service Industry Management, Vol.11, No.5, pp.470-490, 2000.   DOI
26 J. Peck and S. B. Shu, "The effects of mere touch on perceived ownership," Journal of Consumer Research, Vol.36, No.10, pp.434-447, 2009.   DOI
27 C. Y. Li and Y. C. Ku, "The power of a thumbs-up: Will e-commerce switch to social commerce?," Information & Management, Vol.55, No.3, pp.340-357, 2018.   DOI
28 전현규, 이건창, "오프라인-온라인 멀티채널 상황에 서 불확실성, 전환비용, 오프라인 신뢰 및 개인의 부정감정이 사용자 지속구매의도에 미치는 영향에 관한 실증연구," 한국콘텐츠학회논문지, 제16권, 제5호, pp.428-439, 2016.   DOI
29 Y. Hu, L. Zhao, X. R. Luo, S. Gupta, and X. He, "Trialing or combining? Understanding consumer partial switching in mobile application usage from the variety seeking perspective," Internet Research, Vol.31, No.5, pp.1769-1802, 2021.   DOI
30 M. Blut, S. E. Beatty, H. Evanschitzky, and C. Brock, "The impact of service characteristics on the switching costs-customer loyalty link," Journal of Retailing, Vol.90, No.2, pp.275-290, 2014.   DOI
31 W. O. Bearden, R. G. Netemeyer, and J. E. Teel, "Measurement of consumer susceptibility to interpersonal influence," Journal of Consumer Research, Vol.15, No.4, pp.473-481, 1989.   DOI
32 A. Bhattacherjee, "Understanding information systems continuance: An expectationconfirmation model," MIS Quarterly, Vol.25, No.3, pp.351-370, 2001.   DOI
33 C. Fornell and D. F. Larcker, "Structural equation models with unobservable variables and measurement error: Algebra and statistics," Journal of Marketing Research, Vol.18, No.3, pp.382-388, 1981.   DOI
34 S. Sharma, S. Mukherjee, A. Kumar, and W. R. Dillon, "A simulation story to investigate the use of cutoff values for assessing model fit in covariance structure models," Journal of Business Research, Vol.58, No.7, pp.935-943, 2005.   DOI
35 R. B. Kline, Principles and practices of structural equation modeling (3rd ed.), New York, NY: Guilford Press, 2011.
36 Z. Pei and A. Paswan, "Consumers' legitimate and opportunistic product return behaviors in online shopping," Journal of Electronic Commerce Research, Vol.19, No.4, pp.301-319, 2018.
37 S. Y. Chou, G. C. Shen, H. C. Chiu, and Y. T. Chou, "Multichannel service providers' strategy: Understanding customers' switching and free-riding behavior," Journal of Business Research, Vol.69, No.6, pp.2226-2232, 2016.   DOI
38 K. Wu, J. Vassileva, and Y. Zhao, "Understanding users' intention to switch personal cloud storage services: Evidence from the Chinese market," Computers in Human Behavior, Vol.68, pp.300-314, 2017.   DOI
39 A. Gupta, B. Su, and Z. Walter, "An empirical study of consumer switching from traditional to electronic channels: A purchase-decision process perspective," International Journal of Electronic Commerce, Vol.8, No.3, pp.131-161, 2004.   DOI
40 G. Kim, B. Shin, and H. G. Lee, "A study of factors that affect user intentions toward email service switching," Information & Management, Vol.43, No.7, pp.884-893, 2006.   DOI
41 J. F. Hair, Jr., W. C. Black, B. J. Babin, and R. E. Anderson, Multivariate data analysis (6th ed.), Upper Saddle River, NJ: Pearson Prentice Hall, 2006.
42 L. Hu and P. M. Bentler, "Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification," Psychological Methods, Vol.3, No.4, pp.424-453, 1998.   DOI
43 J. Choi and A. Fishbach, "Choice as an end versus a means," Journal of Marketing Research, Vol.48, No.3, pp.544-554, 2011.   DOI
44 J. L. Pierce, T. Kostova, and K. T. Dirks, "The state of psychological ownership: Integrating and extending a century of research," Review of General Psychology, Vol.7, No.1, pp.84-107, 2003.   DOI