Publication details for Dr Michael NicholsonNicholson, M., Clarke, I. & Blakemore, M. (2002). One brand, three ways to shop: Situational variables and multichannel consumer behaviour. International Review of Retail, Distribution and Consumer Research 12(2): 131-148.
- Publication type: Journal papers: academic
- ISSN/ISBN: 0959-3969, 1466-4402
- DOI: 10.1080/09593960210127691
- Keywords: Consumer Behaviour; Environmental Psychology; Multichannel Retailing; Situational Variables
- View online: Online version
- Durham research online: DRO record
Author(s) from Durham
To counter the growth in online retailing, high street retailers are increasingly adopting multichannel distribution strategies, seeking to target individual consumers via both physical and electronic channels as multiple routes to purchase. In order to develop successful marketing strategies within this environment, however, an understanding of consumer selection between available purchase channels is clearly needed. This paper explores the issue of shopping mode selection from an environmental psychology perspective, applying a traditional Belkian analysis of situational variables in a longitudinal study of consumer channel selection decisions. Preliminary findings from an empirical study of consumers of a leading UK fashion retailer are reported which reveal significant differences in the prevalence of different Belkian variables between shopping modes, suggesting a major role for situational influence during the channel selection process.