ABSTRACT Retailers increasingly focus on preventing competitive research shopping through a closer integration of their retail channels. This integration often focuses on prepurchase aspects of the purchase process (e.g., tablets in stores to access the online store). Cross-channel delivery might be a postpurchase means to reduce competitive research shopping. One distinguishes between click and collect (delivery from the online shop to the store) and home delivery (delivery from the store to consumers’ home). An experimental study and an adoption model developed from a large field survey confirm the positive effects of both forms of cross-channel delivery in reducing consumers’ propensity to research shop competitively. Situational drivers appear to be instrumental especially for click and collect (Experimental Study 1) but also emerge as a general driver of value perception of the service in a large field survey (Study 2, n = 1,500). Our results suggest that retailers should communicate relevant, channel-specific benefits of cross-channel delivery (e.g., time savings) to drive adoption and lower competitive research shopping.

中文翻译：

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通过跨渠道交付减少竞争性研究采购

摘要 零售商越来越注重通过更紧密的零售渠道整合来防止竞争性研究购物。这种集成通常侧重于购买过程的预购方面（例如，使用商店中的平板电脑访问在线商店）。跨渠道交付可能是一种减少竞争性研究购物的售后手段。一种区分点击取货（从网上商店送货到商店）和送货上门（从商店送货到消费者家中）。一项实验研究和从大型实地调查中开发的采用模型证实了两种形式的跨渠道交付在降低消费者竞争性研究商店的倾向方面的积极影响。情境驱动因素似乎对点击和收集特别有用（实验研究 1），但在大型实地调查（研究 2，n = 1,500）中，它也成为服务价值感知的一般驱动因素。我们的结果表明，零售商应该传达跨渠道交付的相关、特定于渠道的好处（例如，节省时间），以推动采用和降低竞争性研究购物。