Purpose

This research investigates the novel questions of whether and how specific forms of shopping channels (online vs offline) influence consumers' decision-making. Moreover, this research investigates marketing firms' proper marketing strategies across different shipping channels.

Design/methodology/approach

The authors conducted three studies using a large sample (N = 703) recruited from a diverse pool (students and adults) that examined multiple products (camera and car) across different shopping channels (online vs offline). Study 1a (n = 251) and Study 1b (n = 252) examined the effect of an online versus offline channel on consumers' decision-making using a one-factor (shopping channel: online vs offline) between-subjects design. Meanwhile, Study 2 (n = 200) investigated the effective strategies that firms should employ across different shopping channels using a 2 (shopping channel: online vs offline) × 2 (mental simulation: outcome vs process) between-subjects design. Participants in the online condition evaluated the product on a computer screen, whereas participants in the offline condition evaluated the real product assuming a real-world retail store setting.

Findings

The three studies supported the predictions that shopping channels (online vs offline) affect consumers' psychological distance and, in turn, affect their decision process. Specifically, results reveal that the online (offline) channel increases (decreases) psychological distance and leads consumers to pay more attention to a product's desirability (feasibility) aspects.

Originality/value

Given that many firms sell the same products through multiple channels, the findings of this research offer insightful theoretical and practical implications.

中文翻译：

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购物渠道（线上与线下）对消费者决策过程和企业营销策略的影响

目的

这项研究调查了特定形式的购物渠道（在线与离线）是否以及如何影响消费者决策的新问题。此外，这项研究调查了营销公司在不同运输渠道中的正确营销策略。

设计/方法/方法

作者使用 从不同群体（学生和成人）中招募的大样本（N = 703）进行了三项研究，这些样本检查了不同购物渠道（在线与离线）中的多种产品（相机和汽车）。研究 1a ( n  = 251) 和研究 1b ( n  = 252) 使用单因素（购物渠道：线上与线下）受试者间设计检验了线上与线下渠道对消费者决策的影响。同时，研究 2 ( n = 200) 使用 2（购物渠道：在线 vs 线下）×2（心理模拟：结果 vs 过程）主体间设计调查了公司应在不同购物渠道中采用的有效策略。在线条件下的参与者在计算机屏幕上评估产品，而离线条件下的参与者假设真实世界的零售店环境评估真实产品。

发现

这三项研究支持购物渠道（线上与线下）影响消费者的心理距离，进而影响他们的决策过程的预测。具体而言，结果显示线上（线下）渠道增加（减少）心理距离，导致消费者更加关注产品的可取性（可行性）方面。

原创性/价值

鉴于许多公司通过多种渠道销售相同的产品，本研究的结果提供了深刻的理论和实践意义。