Understanding consumer’s cross-channel switching intention in the home appliances industry via push-pull-mooring framework

Chuah, Dennis Sing Ming (2022) Understanding consumer’s cross-channel switching intention in the home appliances industry via push-pull-mooring framework. [Dissertation (University of Nottingham only)]

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Abstract

The internet has become ubiquitous in our daily lives, and e-commerce is increasingly important. The retail environment has transitioned from traditional single-channel retail to include multiple channels. The consumer’s cross-channel switching behaviour is a much-studied phenomenon. When the customers switch channels, they may also switch retailers.

The home appliances sector is slow in adopting e-commerce. The product nature and the complexity in replicating the physical store experience are the two main reasons for the delayed adoption.

The effects of the online store’s perceived risks, the offline store’s perceived values, and the mooring factors of switching costs and prior switching behaviour on consumer’s cross-channel switching intention are studied using the push-pull-mooring model. Empirical data was collected from home appliances shoppers residing in Singapore through an internet survey.

Based on the 130 valid replies gathered from the online questionnaire, the research model is examined using the PLS-SEM method. It is found that the home appliances retailers must view the channels holistically by considering all the customer touchpoints to increase the customer retention rate in the multi-channel retail environment.

The findings also reveal how the home appliances retailers, both online and offline, could effectively create and execute strategies to acquire and retain customers. For the offline store, there is a need to focus on the social and customer service aspects. As for the online store, the adoption of technology to engage with the customers and to integrate the shopping experience between channels are important to the success of the retailers. Switching costs are found not to be significant in the consumer’s cross-channel switching intention.

Item Type: Dissertation (University of Nottingham only)
Keywords: push-pull-mooring, home appliances, e-commerce, online store, offline store, perceived risk, perceived value, cross-channel switching intention, PLS-SEM, Singapore
Depositing User: Chuah, Sing
Date Deposited: 25 Jul 2022 05:43
Last Modified: 25 Jul 2022 05:43
URI: http://eprints.nottingham.ac.uk/id/eprint/67369

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