Purpose The purpose of this study is to compare online and in-store shoppers motivations based on product type. Design/methodology/approach Means-end approach was used to extract motivational factors that drive shoppers channel choice for hedonic and utilitarian products. A total of 100 respondents were interviewed using laddering technique. Hierarchical virtual maps were constructed to determine values associated with attributes and consequences identified by the consumer. Findings Shopping motivations differed for online and in-store shoppers based on product type. Variety, value for money and delivery were important attributes for online shoppers. In-store shoppers looked for social interaction and personalized attention. Convenience, affordability and gratification were unique online consequences, while nostalgia and loyalty benefits were specific to in-store hedonic purchases. Self-confidence, availability of wider choices and in-store shopping experience were the values sought for hedonic products. Control of shopping experience was the desired value for utilitarian purchases irrespective of channels. Research limitations/implications This study contributes to shopping motivation research by comparing motives of online and in-store shoppers for hedonic and utilitarian products. Practical implications Retailers need to enhance online trust and strengthen in-store customer service for hedonic products. They should also work on the online delivery capabilities and in-store personalized services for utilitarian purchases. Originality/value Prior research on deconstructing channel choice motivations based on product type is sparse. This paper uses hierarchy of means-end elements to illustrate attributes and consequences that drive consumer motives and values.

This research develops and tests a model on cross‐channel switching intentions using the PPM framework. Four hundred and fifty‐six valid responses were collected from online and in‐person survey. The proposed relationships were tested using structural equation modelling. The results confirmed the positive influence of push (extent of external information search) and pull (alternative attractiveness) factors on switching intention in the cross‐channel context. The study also showed that higher multichannel self‐efficacy and lower switching costs significantly increased the pull effect. However, the effect of multichannel self‐efficacy on the push factor differed for online and offline consumers. Additionally, the results confirm that product fit uncertainty and purchase involvement significantly influenced the extent of information search. The study makes recommendations that can aid retail managers minimise the impact of push and pull variables. Information provision and merchandising strategies can dissuade highly involved consumers from searching extensively. Similarly, selective lock‐in strategies can reduce the attractions of alternative channels. This work contributes to the growing body of studies that investigate the effect of information search in a multichannel context.

Purpose The purpose of this study is to identify major themes and potential research opportunities in online and offline consumer search. Design/methodology/approach A systematic review was conducted based on 118 articles identified from prevalent journal databases. Keywords frequency analysis was carried out to identify the major themes. An inductive thematic analysis was carried out to verify the generated themes. Findings Results show that uncertainty, knowledge, perceived risk, price, experience and involvement are the major themes associated with consumer information search. Uncertainty, one of the major themes of offline search, has not been studied in the online search context. Similarly, the previous experience needs to be explored in the context of the offline search. Finally, potential research opportunities for future research has been summarized based on the retrieved themes. Research limitations/implications The systematic review provides an in-depth understanding on the current research on information search literature with future research directions. Practical implications This study helps retailers to understand the key elements that motivate consumers to perform external information searches from online and offline sources and to curate targeted information provision strategies to influence purchase decisions. Social implications Consumers with limited internet availability may access channels prior to decision-making. The themes identified in this study can aid policymakers to design affordable access to these channels. Originality/value This study adds to the sparse literature on systematic reviews on consumer search for online and offline channels.

No abstract