Consumers can shop both online and offline, either for fun or for needs. We investigate the consequences of shopping for fun or for need on word-of-mouth (WOM), intentional loyalty, and price consciousness directly comparing the offline and online settings. We find differences in the relationships among the considered variables, with the offline context being characterized by a simplified structure of causalities, greater maturity, and fewer but stronger ties among the considered constructs, compared with the online context. Furthermore, the content of WOM changes: consumers share experiential issues when they shop for fun, and efficiency issues when their shopping is goal-oriented
Daniele Scarpi, Gabriele Pizzi, Marco Visentin (2014). Shopping for fun or shopping to buy: Is it different online and offline?. JOURNAL OF RETAILING AND CONSUMER SERVICES, 21, 258-267 [10.1016/j.jretconser.2014.02.007].
Shopping for fun or shopping to buy: Is it different online and offline?
SCARPI, DANIELE;PIZZI, GABRIELE;VISENTIN, MARCO
2014
Abstract
Consumers can shop both online and offline, either for fun or for needs. We investigate the consequences of shopping for fun or for need on word-of-mouth (WOM), intentional loyalty, and price consciousness directly comparing the offline and online settings. We find differences in the relationships among the considered variables, with the offline context being characterized by a simplified structure of causalities, greater maturity, and fewer but stronger ties among the considered constructs, compared with the online context. Furthermore, the content of WOM changes: consumers share experiential issues when they shop for fun, and efficiency issues when their shopping is goal-orientedI documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
