Hermes Anna, Sindermann Cornelia, Montag Christian, Riedl René
Institute of Business Informatics-Information Engineering, Johannes Kepler University Linz, Linz, Austria.
Department of Molecular Psychology, Institute of Psychology and Education, Ulm University, Ulm, Germany.
Front Psychol. 2022 Apr 4;13:808500. doi: 10.3389/fpsyg.2022.808500. eCollection 2022.
Nowadays, customers can utilize both online and in-store retail channels. Consequently, it is crucial for retailers to understand the possible drivers of retail channel selection, including customers' personalities, degrees of trust, and product touch preferences. Unfortunately, current omnichannel research only scarcely addresses the effects of personality, trust, and desire to touch a product before purchasing it on willingness to purchase and how those effects vary between online and in-store shopping. Thus, we conducted an exploratory study. Our analysis of survey data ( = 1,208)-which controls for respondents' age, gender, and education-reveals that across both the willingness to purchase in-store and online, a higher level of e-vendor trust is a significant, positive predictor. However, we also identify several channel-related differences, including that Trust Propensity, as well as the Big Five traits of Extraversion, Agreeableness, and Conscientiousness are significantly positively related to in-store, but not online, purchase willingness. We also find that Instrumental Need for Touch (defined as goal-motivated touch of a product) is positively related to in-store, but negatively related to online, purchase willingness. Finally, we highlight opportunities for future research and discuss how retail managers might enhance customer experiences in their physical and online stores.
如今，顾客可以利用线上和线下零售渠道。因此，零售商了解零售渠道选择的潜在驱动因素至关重要，这些因素包括顾客的个性、信任程度以及对产品触摸的偏好。遗憾的是，当前的全渠道研究几乎没有涉及个性、信任以及购买前触摸产品的欲望对购买意愿的影响，以及这些影响在网上购物和线下购物之间如何变化。因此，我们进行了一项探索性研究。我们对调查数据（(n = 1208)）的分析——该分析控制了受访者的年龄、性别和教育程度——表明，无论是线下还是线上购买意愿，更高水平的电子供应商信任都是一个显著的正向预测因素。然而，我们也发现了一些与渠道相关的差异，包括信任倾向以及外向性、宜人性和尽责性这五大性格特质与线下购买意愿显著正相关，但与线上购买意愿无关。我们还发现，工具性触摸需求（定义为出于目标动机对产品的触摸）与线下购买意愿正相关，但与线上购买意愿负相关。最后，我们强调了未来研究的机会，并讨论了零售经理如何在实体店和网店提升顾客体验。
