Channel Purchase Intentions OMNIchannel strategy : a combination between Online and Offline Shopping Value Perceptions

Abstract

The main aim of this study is to deepen the understanding of how consumers evaluate offline (physical store) and online (internet) channels for their grocery shopping. This study investigates how online and offline purchase intentions are built and it tries to explain which factors influence customers propensity to choose one channel to one other. Based on the studies of Zeithaml et al. the concepts of perceived value and purchase intentions are introduced in order to explain the tradeoff between all perceived costs and benefits. Secondly, thanks to a survey, customers demographic and attitudinal information will be collected and studied in order to identify if, and what kind, of propensity people have towards the online and the offline channel. Based on these data, some insights on how to build and structure omni-channel strategies will be suggested for future research in order to provide managers useful information regarding motivating and inhibiting factors to purchase online and offline.