Fashion consumers’ channel-hopping profiles by psychographics and demographics

Stacy H. Lee, Sojin Jung

Research output: Contribution to journalArticlepeer-review

Abstract

Omni-channel retailing has created different shopping paradigms, such as channel hopping, to meet diverse consumer expectations through various channels. Based on the consumer decision-making model, this study explored the typology of consumer groups based on consumers’ channel usage during the entire shopping trip and how each group differs in terms of shopping values, shopping behaviors, perceived benefits, and risks. Using a total of 264 US nationwide consumer responses, we identified four consumer groups that have distinctive channel-hopping patterns; hyperconnected shoppers, traditional shoppers, web shoppers, and webroomers. Our findings revealed unique shopping values and shopping behaviors in each of these categories, as well as perceived risks and benefits among the four groups. This study’s results can serve as empirical evidence to provide better insights to help retailers develop successful omni-channel strategies and also contribute to the omni-channel retailing literature.

Original languageEnglish
Pages (from-to)615-632
Number of pages18
JournalInternational Journal of Market Research
Volume62
Issue number5
DOIs
StatePublished - Sep 1 2020

Keywords

  • channel hopping
  • cluster analysis
  • consumer decision-making process
  • consumer profiling
  • hyperconnected consumers
  • omni-channel retailing

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