مقاله انگلیسی رایگان در مورد اثرات تبلیغاتی Omnichannel بر رفتار خرید (الزویر)

Shoppers today may use a retailer’s digital channels and touchpoints on the path to purchase and thereby disclose information to the retailer about, for instance, what types of products they are interested in (Pantano and Viassone, 2015; Yurova et al., 2017). This behavior produces digital trace (e.g. from website browsing with the mobile phone) about shopping goals that may be a valuable source of information for retailers that they base individualized in-store promotions upon (Lambrecht and Tucker, 2013). In this paper we focus on consumer reactions to promotions offered to them during individual shopping trips in an omnichannel setting (Beck and Rygl, 2015; Verhoef et al., 2015). Specifically, we experimentally examine how consumers respond when retailers offer a promotion in the physical store that is based on pre-purchase digital data, that is to say a promotion on an item that shoppers have browsed for in the pre-purchase phase. We compare this shopping goal-congruent promotion with a generic, traditional promotion. Shopping goal congruent promotions are made available through digital development and innovation within omnichannel retailing. Digitalization is turning today’s consumers into omnichannel customers that often use digital and physical channels both during the pre-purchase and purchase phase (Brynjolfsson et al., 2013; Rigby, 2010; Verhoef et al., 2015; Yurova et al., 2017). Due to mobile broadband and Wi-Fi services, digitalization affects consumers in the physical store environment as well, as they have access to other channels while shopping (e.g using the mobile phone to look for further information about products in the assortment) Based on Verhoef et al. (2015, p. 176 Note: our italics) definition of omnichannel management “…the synergetic management of the numerous available channels and customer touchpoints, in such a way that the customer experience across channels and the performance over channels is optimized”, we address the effects of promotions on two highly relevant omnichannel variables; purchase behavior (related to performance) and brand image (related to customer experience). We argue that shopper response to these promotions is likely to be both behavioral (e.g higher purchase) and attitudinal (e.g. enhanced brand imagery). The shopping goal congruent promotion should be linked to enhanced utilitarian benefits which is likely to affect both performance and experience (e.g “I got a good deal on an item I was looking for”) and enhanced hedonic benefits (e.g “It is fun and entertaining to shop here”) that primarily affects the brand experience (Chandon et al., 2000; Mathwick et al., 2001). In addition, previous research has indicated that promotion initiatives in an omnichannel context are dependent on the product category (Kushwaha and Shankar, 2013; Van Baal, 2014). Shopping goal congruity in promotions may work differently in utilitarian and hedonic product categories as the shopping behavior is more focused and goaloriented in utilitarian product categories whereas it is more recreational in hedonic product categories (Scarpi et al., 2014). The degree of planning may also produce different responses to shopping goal congruent promotions as the goals are more pronounced during a planned purchase (Bell et al., 2011), which should make the response to shopping goal congruent promotions work differently for planned versus spontaneous purchases.