Variety of shopping modes: Explaining consumers’ adoption of diverse shopping strategies from an optimum stimulation level perspective
(A2021-94563)

AUTHORS

Jean-Philippe Charron, Universidad Autónoma de Madrid; Ignacio Redondo, Universidad Autónoma de Madrid

ABSTRACT

Technological advances have empowered consumers to use multiple shopping modes and retailers to increase their profitability through multichannel strategies. But pressure to reduce prices and provide costly services is seriously threatening the margins of many retailers. In an increasingly competitive environment, it is important to examine which shopping modes satisfy heterogeneous consumer preferences and which adaptation strategies provide better expectations for retailers. Our conceptual framework, consistent with the optimal stimulation level theory, proposes that the variety of shopping modes is attributable to the overall variety of consumer behavior. Our empirical research shows that a large majority of consumers prefer a low variety of shopping modes and confirms that this tendency is indeed linked to low levels of variety seeking in different behavioral areas.

REFERENCES

Authors wish to thank AIMC (Asociación para la Investigación de Medios de Comunicación) for its crucial support in managing the collection, monitoring, and processing of the data used in this study.