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Accessibility and availability: A cross-cultural study of shopper responses to online retail stock-outs
Journal of Global Scholars of Marketing Science Pub Date : 2021-06-14 , DOI: 10.1080/21639159.2021.1924819
Thomas Gruen 1 , Daniel Corsten 2
Affiliation  

ABSTRACT

Accessibility of products in online retail is an expected part of the shopper experience journey. Frequent products are not accessible due to non-availability. Introduced by Sheth and Sisodia, the 4A’s framework articulates how success in any marketing program depends on four dimensions: Awareness, Acceptability, Affordability, and Accessibility. This article demonstrates how, like dominos fall, marketing investments can fail when the final 4A’s stage, Accessibility, is not adequately addressed in online retailing. Surveying more than 2,000 shoppers across five European and Asian countries that encountered a non-available item while shopping online for one of six fast-moving consumer goods categories, the research study examines shoppers’ switching behavior when Accessibility has been interrupted in the purchasing stage of the customer journey. The overall goal is to better understand how shoppers change their behavior, and it examines a variety of causes that drive switching behavior, whether it be to switch stores, switch brands, or switch intentions when the item they desired is unavailable. Switching behavior was found to vary greatly among the five countries, but less between categories, and switching was greatly affected by the way shoppers encountered the non-available item. The study concludes with recommendations to address Accessibility both in product availability and shoppers’ transaction costs.



中文翻译:

可及性和可用性:一项关于购物者对在线零售缺货反应的跨文化研究

摘要

在线零售中产品的可访问性是购物者体验之旅的预期组成部分。由于不可用,频繁的产品无法访问。Sheth 和 Sisodia 提出的 4A 框架阐明了任何营销计划的成功取决于四个方面:意识、可接受性、可负担性和可访问性。本文展示了如何像多米诺骨牌倒塌一样,当最后 4A 阶段的可访问性在在线零售中没有得到充分解决时,营销投资可能会失败。该研究调查了欧洲和亚洲五个国家/地区的 2,000 多名购物者,这些购物者在网上购买六种快速消费品中的一种时遇到了无法购买的商品,该研究调查了购物者在购买阶段的可访问性被中断时的转换行为。客户旅程。总体目标是更好地了解购物者如何改变他们的行为,它检查了驱动转换行为的各种原因,无论是转换商店、转换品牌,还是在他们想要的商品不可用时转换意图。发现五个国家之间的转换行为差异很大,但类别之间的差异较小,并且购物者遇到不可用商品的方式对转换的影响很大。该研究最后提出了在产品可用性和购物者交易成本方面解决可访问性的建议。发现五个国家之间的转换行为差异很大,但类别之间的差异较小,并且转换受购物者遇到不可用商品的方式的影响很大。该研究最后提出了在产品可用性和购物者交易成本方面解决可访问性的建议。发现五个国家之间的转换行为差异很大,但类别之间的差异较小,并且转换受购物者遇到不可用商品的方式的影响很大。该研究最后提出了在产品可用性和购物者交易成本方面解决可访问性的建议。

更新日期:2021-06-15
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