This explorative research examines consumer behaviour for accepting societal web sites in the multi-channel retailing channel context. Based on anterior selling surveies with the similar context, a quantitative attack was utilised and 10 hypotheses were tested by at the same time proving the proposed relationships utilizing Partial Least Squares ( PLS ) way patterning to prove the proposed measuring theoretical account and structural theoretical account. This empirical research into the attitude of 203 societal networking site users shows that most clients who have joined the Facebook Fans page established by retailing shops will be more willing to buy in physical shops and have much more purpose to seek for merchandise information online, and it will increase their purpose to buy on-line via retail merchants ‘ online stores. A research theoretical account was proposed to analyze the attitude and behaviours of consumers under multi-channel retailing channel context after an empirical survey conducted by utilizing an on-line questionnaire.
The validated research theoretical account can be referenced by retailing shop directors who are carry oning multi-channel scheme and utilize the free online platform as the electronic selling tool to help gross revenues and increase net income. The hereafter survey could be conducted under a more specific industry to analyze this proposed theoretical account and is suggested to be evaluated in more states where Facebook users reach to a considerable sum. More empirical surveies to analyze this new theoretical account will be indispensable, and it is suggested to look into if Facebook Fans page will be a prevailing factor to increase consumers ‘ redemption purpose online,
Keywords: Multi-channel retailing ( MCR ) ; attitude ; purchase purpose ; electronic commercialism ; retailing
Chapter 1 Introduction
1.1 Research background and Motivation
The rapid development of information engineerings has helped retail merchants to make the terminal market in new ways. Due to the prevalence of the Internet broadband and on-line payment methods, many traditional retailing shops are using the Internet as another channel to increase gross revenues volume every bit good as promote merchandises, utilizing footings like “ chink and howitzer ” and “ cyber-enhanced retailing ” . The Internet has provided traditional retail merchants another new agencies to function clients ‘ demand and heighten their value. Complete on-line merchandise information provided by retail merchants will supply distant clients with pre-sales and after-sales client services and is expected to cut down the clients ‘ seeking costs and clip. Furthermore, Internet sites provide expanded handiness, merchandise information, and freshness ( Grewal, Iyer, & A ; Levy, 2004 ; Wallace, Giese, & A ; Johnson, 2004 ) . Click-and-mortar e-commerce provides synergisms that enhance client value for both bing and new clients in different market countries ( Adelaar, Bouwman, & A ; Steinfield, 2004 ) . The Internet medium can be used to expeditiously, and about ubiquitously, distribute information and communicate interactively, irrespective of geographical distance ( Muller-Lankenau, Wehmeyer, & A ; Klein, 2005 ) . Traditional retail merchants with both offline and online shops will hold more chances to make more possible consumers. Otto & A ; Chung ( 2000 ) see the integrating of physical and Web channels to be a distinguishable concern theoretical account.
A multiple channel scheme is employed when a house or retailer brand merchandises available to consumers through more than one distributive channel ( Coelho & A ; Easingwood, 2008 ; Gassenheimer, Hunter, & A ; Siguaw, 2007 ) . Multi-channel retail merchants can use the online channel to offer a wider scope of functionalities, such as on-line proficient support, pre-purchase audience and more complete merchandise characteristics. One of the cardinal purposes of multi-channel retail merchants is to spread out the range of their gross revenues market in geographical, clip and goods-related footings ( Schroder & A ; Zaharia, 2008 ) . Therefore, multi-channel retailing ( MCR ) has been viewed as an efficient selling scheme for retail merchants who are seeking for increasing gross revenues and possible clients. Retailers who adopt a multiple channel scheme have obvious advantages over those who do non ( Lipke, 2000 ; Yang, Park, & A ; Park, 2007 ) . Meanwhile, Bagge ( 2007 ) argued that multi-channel retailing is a accelerator for alteration across the concern, assisting retail merchants move off from product-centric operations to more customer-centric organisations, making a theoretical account that meets the outlooks of the future client whilst presenting profitableness and growing. Many anterior surveies besides have shown that MCR is an appropriate attack to make consumers who are used to seek merchandise information via the Internet, since they assume that they may acquire a better trade after seeking the online shopping channels. Figure 1 shows that on-line retail gross revenues in the United Sates are expected to make about $ 250 billion, up from $ 155 billion in 2009, harmonizing to a new prognosis by Forrester Research in 2010. This has suggested that on-line retail gross revenues will hold been a cardinal portion for roll uping net incomes that retail merchants should non disregard. Evans ( 2010 ) proposed that E-Business professionals must do the most of this growing by easing a multichannel scheme that addresses consumers ‘ outlooks, concentrating on their demand to travel between offline and online channels and their increasing Mobile and societal behaviours. Therefore, many anterior surveies have suggested that retailing shops should follow MCR schemes for increasing gross revenues volume and ware exposure.
1.2 Research Question
Under MCR schemes, today many retail merchants have built up their ain online shopping sites to spread out their range of concern good as stimulate gross revenues and elevate net incomes. To advance those on-line web sites, the most common method used by retailing shop directors is to publish the nexus of the web page on the direct mail ( DM ) in paper and carry on some publicities to advance their online shops. Many retailing shops besides build up a rank system that integrated with their shopping web sites to maintain path of clients ‘ buying records online. Meanwhile, those shops frequently send publicizing electronic mails to remind clients of new publicity information if their e-mail references are recorded in the rank control panel. The cost of directing electronic mail is frequently bantam and it does non required advanced engineerings. However, nowadays this selling attack might non be equal any longer for most clients whose e-mail histories are largely filled up abundant new messages every twenty-four hours, and those unasked advertisement electronic mails could be ignored. If those unasked ads are sent without clients ‘ permission, they could be regarded as Spam mails and be erased right off. Spam mails will be acquiring blacklisted by an Internet service supplier ( ISP ) before they are delivered to any e-mail box. Even though there are still some clients who are willing to have advertizement and besides subscribe newssheets actively, there is still a big possibility for those messages to be blocked if they are sent to legion people in a really short clip, since most e-mail waiters have had a mechanism to observe. Therefore, there are so many retail merchants that have owned their ain shopping web sites but still have trouble pulling clients to shop their shopping sites and purchase online. This has arisen a common job among retailing shops who employ MCR schemes. They have invested their clip and money on the web site but it may non profit their concern.
However, at the age of Web 2.0, it provides a great many of chances for retailing shops to function clients and carry through their demand. Meanwhile, it helps to roll up the true voice from the clients without disbursal. Social networking sites ( SNSs ) have been popular with on-line users due to their powerful maps to associate people online. Basically, societal networking sites are based on user-generated contents and possess powerful maps to assist users to link their household, friends, and even people they meet on the Internet. People perceive merriment and pleasance while they are sharing their current position and feelings via SNSs, and this wont is going a life style for many addicted users who believe that SNSs have been connected to their day-to-day life. Many statistical consequences have shown that the figure of members registered on SNSs is increasing steadily each twenty-four hours. Therefore, this survey is designed to look into clients ‘ credence toward SNSs when retail merchants intend to construct one and happen out whether SNSs can profit retail merchants under the multichannel retailing context. Furthermore, this survey intends to look into if MCR schemes can be integrated with societal SNSs to assist retailing shops that can afford limited selling budgets.
1.3 Organize this Research
Discussions under on-line communities or SNSs will perchance pull more people to fall in, and people are acquiring used to use SNSs to recover information and may assist them to do buying determinations. The overpowering impact of SNSs should non be ignored. Therefore, this survey will be designed to happen out if retail merchants should develop a well-organized MCR scheme and unite their online comminutes to listen to the voice from their possible clients online.
Most on-line users are familiar with utilizing the Internet for roll uping information and cognition, so retail merchants should develop a well-organized MCR scheme and look into where to make those possible clients online. This indicates the importance of understanding consumer behaviour has ever been indispensable to retail merchants. For specific group of consumers like college-aged consumers frequently choose a retail channel for merchandise information hunt and merchandise purchases upon their shopping orientations and benefits sought from the retail channel ( Lim, Sia, Lee, & A ; Benbasat, 2006 ) . Those consumers intend to work the Internet to recover information and acquire a better trade. Since societal networking sites and practical communities have been popular with on-line users, those platforms will go helpful for this explorative research survey that intends to look into consumer behaviour for accepting societal web sites in the multi-channel retailing channel context. A quantitative attack will be employed by developing a web-based questionnaire and follow Partial Least Squares ( PLS ) way patterning to prove the proposed measuring theoretical account and structural theoretical account. Facebook Fans page will be chosen as the platform as it has been the most popular societal networking site in the universe. A web-based questionnaire will be designed and distributed by using Facebook to distribute out the nexus. After roll uping those samples and wipe out invalid 1s, statistical plans like SmartPLS and SPSS will be used to analyze the proposed theoretical account and investigate consumers ‘ attitude and credence toward societal networking sites under multi-channel retailing channel context, so a new research theoretical account will be revised and finalized. The theoretical account may be a practical mention for retailing shop directors.