A study of multichannel shopper’s behavior for apparel products in the physical store

－The empirical investigation about a correlation between the satisfaction with information and the satisfaction with reduction of perceived risk in the physical store－

Abstract

1. Introduction

Consumer’s shopping behavior has become complex in the multichannel environment, which includes physical stores and internet stores. This behavior is influenced by the increase of the internet and smartphones. Showrooming and reverse showrooming can be positioned and mentioned as a complex behavior. Apparel retailers develop a store format, called “omnichannel retailing” in order to adapt to the consumer’s complex behavior in the multichannel environment. In the context of multichannel retailing, it is a trend that consumers often check out products in the physical store to search information for a better deal, but make the purchase in the internet store .This behavior by consumer (showroomer) is referred to as “showrooming”. On the other hand, the behavior that consumer (reverse showroomer) check out products in the internet store, but make the purchase in the physical store , is referred to as “reverse showrooming”.

Perceived risk is likely to have an influence on the multichannel shopper’s behavior.

The purpose of this study is to investigate for the multichannel shoppers (showroomer and reverse showroomers) about a correlation between the satisfaction with information and the satisfaction with reduction of perceived risk in the physical store .

2. Experimental

Using a sample of 628 responses (20’s-50’s women) , which were obtained via web-based survey to investigate consumer’s searching information activities and purchasing behavior for apparel products. The research model was tested using the analysis of covariance structures.

3. Results and Discussions

The empirical investigation shows a correlation between the satisfaction with information (through internet and physical store) and the satisfaction with reduction of perceived risk, for multichannel shoppers. Additionally, the satisfaction with reduction of perceived risk about product performance , is likely to have an influence on their purchasing behavior. This study suggests the implication for marketing activities of the apparel retailers towards multichannel shoppers and a direction for the future research.