Guiding when the consumer is in control: the moderating effect of adaptive selling on the purchase intention of the multichannel consumer
| Autor: | Yuliya V. Yurova, Fiona Sussan, Cindy B. Rippé, Dena Hale, Suri Weisfeld-Spolter |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Marketing
media_common.quotation_subject 05 social sciences Control (management) Advertising Structural equation modeling Originality Perception 0502 economics and business 050211 marketing Perceived control Business Business and International Management IBM Practical implications 050203 business & management media_common Sales personnel |
| Zdroj: | Journal of Consumer Marketing. 33:469-478 |
| ISSN: | 0736-3761 |
| DOI: | 10.1108/jcm-09-2015-1546 |
| Popis: | Purpose The purpose of this paper is to investigate the impact of adaptive selling (AS) when “click and brick” in control multichannel consumers (MCCs) encounter in-store salespeople. Design/methodology/approach An online survey was administered to 387 college students from several southeastern colleges in the USA. The study consisted of a single manipulated factor (AS: high vs low) and a second measured factor (degree of MCC search: high vs low). Covariance-based structural equation modeling was selected and analysis was conducted using IBM SPSS AMOS 22.0.0.0. Findings The findings indicate that while perceptions of control in the retail store increase as customers engage in more multichannel search behavior, the path from perceived control (PC) to purchase intention (PI) is also positively affected by AS as multichannel search increases. Practical implications To increase in-store purchases by consumers using the physical location as an information channel, professional sales training, specifically AS skills, should be considered by retail managers for in-store sales personnel. Our findings suggest that salespeople can use AS skills to increase the likelihood of the MCCs’ in-store PI while not reducing their feelings of PC. Originality/value In a time where many marketers struggle with how to combine multichannel retailing efforts effectively, this research confirms that new channels create MCCs who desire control. AS shows promise as a technique for retailers to use when selling to a consumer who values control. |
| Databáze: | OpenAIRE |
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