Psychographic segmentation of multichannel customers: investigating the influence of individual differences on channel choice and switching behavior
- 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 1512 customers. Psychographic variables from five domains (risk attitudes, cognitive ability, motivation, personality, and decision-making style) serve as covariates for multichannel customer behavior. We identify six segments that differ significantly on six psychographic variables (readiness to take risks, need for cognition, autotelic and instrumental need for touch, and rational and intuitive decision-making styles). The results advance the theory-building of multichannel customer behavior and present insights for proactively managing customer journeys of distinct segments.
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| Verfasserangaben: | Jan BlömkerORCiD, Carmen-Maria Albrecht |
|---|---|
| URN: | urn:nbn:de:hbz:836-opus-178965 |
| DOI: | https://doi.org/10.25974/fhms-17896 |
| DOI der Erstveröffentlichung: | https://doi/org/10.1016/j.jretconser.2024.103806 |
| Titel des übergeordneten Werkes (Englisch): | Journal of Retailing and Consumer Services |
| Dokumentart: | Beitrag in einer (wissenschaftlichen) Zeitschrift |
| Sprache: | Englisch |
| Datum der Veröffentlichung (online): | 11.04.2024 |
| Jahr der Erstveröffentlichung: | 2024 |
| Betreiber des Publikationsservers: | FH Münster - University of Applied Sciences |
| Datum der Freischaltung: | 11.04.2024 |
| Freies Schlagwort / Tag: | Customer journey; Individual differences; Multichannel customer behavior |
| Band / Jahrgang: | 79 |
| Erste Seite: | 1 |
| Letzte Seite: | 17 |
| Fachbereiche: | Wirtschaft (MSB) |
| open_access (DINI-Set): | open_access |
| Publikationsliste: | Albrecht, Carmen-Maria |
| Blömker, Jan | |
| Lizenz (Deutsch): |  Creative Commons - Namensnennung-Nicht kommerziell 4.0 International (CC BY-NC 4.0) |