Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Psychographic segmentation of multichannel customers: Investigating the influence of individual differences on channel choice and switching behavior

Published: May 24, 2023


Jan Blömker, MSB Muenster School of Business; Carmen-Maria Albrecht, MSB Muenster School of Business


This study investigates the role of individual differences in channel choice and switching behavior in a multichannel environment. Using latent class analysis on data from a sample of 1,512 German customers, multichannel customer behavior is examined for various channels across the search, purchase, and after-sales phases. Survey participants indicate their customer behavior for one of three product categories (clothing, holiday travel, consumer electronics). Drawing on literature from judgment and decision-making, psychographic variables from five categories (decision-making style, cognitive ability, personality, motivation, and risk attitudes) are selected as covariates for multichannel customer behavior. Six segments are identified that differ significantly on six psychographic variables (readiness to take risks, need for cognition, autotelic and instrumental need for touch, rational and dependent decision-making style). Implications and limitations are discussed.