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The purpose of this dissertation was to examine the effect of multichannel retailers’ inter-channel integration practices on consumer’s affective responses as well as behavioral responses. Based on a combination of the Stimulus Organism Response model and the Behavioral Perspective Model, this study presents a framework that offers an understanding of associations among consumer situation stimuli (utilitarian and informational reinforcements, and behavior setting scope), affective responses (pleasure, arousal, and dominance), and behavioral response (approach and avoidance). This research employed a 2 x 2 x 2 between subjects factorial design: utilitarian reinforcement (high vs. low) x informational reinforcement (high vs. low) x behavior setting scope (open vs. closed). The eight consumer situations represented all possible combinations of utilitarian reinforcement (high vs. low), informational reinforcement (high vs. low), and behavior setting scope (open vs. closed). Each subject responded to a single multichannel shopping scenario which was one of the eight manipulated consumer situations. The findings of the study revealed : (i) a difference in the effect of high and low levels of utilitarian reinforcement on pleasure; (ii) a difference in the effect of open and closed levels of behavior setting scope on dominance; (iii) a difference in approach behavioral response for high and low levels of utilitarian reinforcements, and open and closed behavioral setting scope; (iv) a difference in avoidance behavioral response for high and low levels of utilitarian reinforcements, and open and closed behavior setting scope; (v) a significant positive influence of pleasure on approach; (vi) a significant positive influence of dominance on approach; and (vii) a significant negative influence of pleasure on avoidance. This study will contribute to the literature on multichannel retailing by empirically testing consumer situations of the Behavioral Perspective Model in multichannel retailer context from a consumer’s perspective. Furthermore, the findings of this study provide empirical support for the inclusion of the dominance dimension in the Stimulus Organism Response model as a valid and effective state in a multichannel shopping environment. |
