The Effects of Online and Offline Information Sources on Multiple Store Patronage

Abstract

A B S T R A C TThe purpose of this study is to examine the relationship between multiple store patronage (MSP) and information source usage both online and offline. In particular, this study investigates the detailed effects of information sources on MSP rather than considering whether consumers choose online or offline sources. In prior studies, MSP has been conceptualized using the consumer cost-benefit framework and relates to consumer multiple store usage. However, even though prior studies have emphasized the importance of information sources in the cost-benefit framework, those that consider MSP have not tested the sources' effects. This current study conducts empirical count data analysis in the Japanese sports shoes retail market. The results reveal that consumers evaluate information sources using more detailed divisions than simply online and offline. This study contributes to studies on MSP because it is the first to identify the impact of information source usage on MSP.

The Effects of E-Commerce on Franchising: Practical Implications and Models

“…Firstly, any modern business requires a thorough e-commerce strategy if they want to improve their service standard and meet customer needs (Herjanto and Franklin, 2019; Kaushik et al, 2018; Nisar and Prabhakar, 2017), and franchised businesses are no exception to this rule (Cliquet and Voropanova, 2016; Nathan and Kremez, 2012; Perrigot, Basset, and Cliquet, 2017). Secondly, from a marketing perspective, franchising can draw multiple potential benefits from effective e-commerce use, such as greater brand recognition and awareness, lead generation, global reach, customisation and personalisation, and greater supply chain efficiencies (Perrigot and Pénard, 2013; Tagashira and Minami, 2016; Trinh et al, 2017). Furthermore, franchising warrants particular attention due to its continuous growth in developed economies such as Australia (1160 franchise networks), Canada (1200 networks), the United Kingdom (842 networks), and the United States (2200 networks), as well as in emerging economies such as Brazil (1643 networks), China (4000), and India (1800) (Frazer et al, 2014).…”

“…On one hand, franchising has traditionally relied on granting exclusivity within protected territories to system members (franchisees) (Frazer, 2000; Wright and Frazer, 2007). On the other hand, e-commerce is a business strategy that allows for a wider geographical reach of consumers in different markets and does not respect any territorial boundaries (Di Fatta et al, 2018; Chumnumpan and Shi, 2019; Tagashira and Minami, 2016; Trinh et al, 2017). Thus, when e-commerce was introduced, franchising organisations were faced with challenges that their non-franchised counterparts did not encounter (Emerson, 2010; Perrigot et al, 2017).…”

A systematic review of consumer information search in online and offline environments

“…Offline search can be performed either out-of-store or in-store. Books, pamphlets, magazine, newspaper articles, visiting different retail outlets and seeking the opinion of friends or relatives are some of the major sources for out-of-store information search whereas catalogues are popular in-store options (Singh, Ratchford, & Prasad, 2014;Tagashira & Minami, 2016;Westbrook & Fornell, 1979). In recent years, online information sources have become a popular alternative to traditional offline sources as they provide easy access to functional and price details (Sands, Ferraro, & Luxton, 2010).…”

Collaboration, communication, support, and relationships in the context of e-commerce within the franchising sector

“…Researchers such as Cliquet and Voropanova (2016) and Perrigot, Basset and Cliquet (2017) have highlighted the scarcity of literature investigating how businesses have embraced ecommerce as an essential part of their franchising operations. Besides, offering services online has become an increasingly useful and complementary channel for businesses to market their products Tagashira & Minami, 2016), geared towards increasing recognition and awareness, customisation and personalisation, and further optimising supply-chain efficiency (Trinh, Anesbury & Driesener, 2017). In addition, the interaction between consumer needs and online retail management remains dynamic.…”