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Understanding users' switching behavior of hypermarket marketing methods: An empirical study from the perspective of push-pull-mooring framework

Published: 27 September 2021 Publication History

Abstract

1The retail industry is changing as the latest concepts of retail stores came out. (Diallo et al., 2015), and the sort of retail store also become more extensively diversified (Shi et al., 2018). This diversification is a result of demand heterogeneity from diverse consumer groups (González-Benito et al., 2007).The selection of retail channels is one of the important decisions which consumers make when they purchase a product or service. How to select a retail channel involves the information searching of the product, evaluation of alternatives, and making a purchasing decision regarding the product (Ansari, Mela, & Neslin, 2008). Therefore, consumers will have complex purchasing behavior when selecting retail channels in order to consider the availability of various retail channels. Consumers may finish all purchase-related activities with one stop shopping or through multiple retail channels. This study makes analysis based on push-pull-mooring theory. People can understand the crucial factors which customers change their intentions in the retail industry from the perspective of push, pull, and mooring theory. This study is analyzed through spss 22 and smart PLS3.0, then it comes out the result of analysis that the payment risk will affect the intention conversion positively, costs conversion will influence intention conversion negatively, and Corporate Social Responsibility will also effect intention conversion negatively.

References

[1]
Diallo, M. F., Coutelle-Brillet, P., Riviere, A., & Zielke, S. (2015). How do pnce perceptions of different brand types affect shopping value and store loyalty? Psychology & Marketing, 32(12), 1133--1147.
[2]
González-Benito, Ó., Bustos-Reyes, C. A., & Muñoz-Gallego, P. A. (2007). Isolating the geodemographic characterisation of retail format choice from the effects of spatial convenience. Marketing Letters, 18(1-2), 45--59.
[3]
Ansari, A., Mela, C. F., & Neslin, S. A. (2008). Customer channel migration. Journal of marketing research, 45(1), 60--76.

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cover image ACM Conferences
ACM ICEA '20: Proceedings of the 2020 ACM International Conference on Intelligent Computing and its Emerging Applications
December 2020
219 pages
ISBN:9781450383042
DOI:10.1145/3440943
Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 27 September 2021

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Author Tags

  1. Analytic Network Process
  2. Green supply chain
  3. Technique for Order Preference by Similarity to Ideal Solution

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