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The Effect of Retailer Channel Decisions on Consumer Channel Shopping Behavior

Ngoh, Cheryl-lyn
http://orcid.org/0000-0001-7887-3109
http://rave.ohiolink.edu/etdc/view?acc_num=kent1690477803801319

Abstract Details

2023, PHD, Kent State University, College of Business and Entrepreneurship, Ambassador Crawford / Department of Marketing and Entrepreneurship.
This dissertation contributes to retailing and marketing research by exploring how retailer channel decisions (i.e., physical store closures) due to the changes in the retail environment impact consumers’ shopping behaviors. The pandemic caused many retailers to remove physical stores and move online rapidly (e.g., Brooks Brothers and Neiman Marcus) (Pacheco, 2020). As the retail environment changes, understanding consumers’ shopping behaviors is critical for retailers to stay competitive, maintain, and attract new customers. Thus, Essay 1 studies how consumers’ emotions toward the changing retail environment affect their desire to return to their pre-pandemic shopping routine. Using scenario-based experiments, I explored the effects of consumers' emotions (hope and fear) on their likelihood of shopping in-store, the moderating role of subjective norms, and the mediating roles of internal locus of control and coping (problem- and emotion-focused). Essay 2 studies how multichannel consumer segments have changed their channel shopping behaviors across two store elimination phases. Using Latent Profile Analysis, I identified up-to-date multichannel consumer segments based on the segments' in-store and online channel usage pre- and during-COVID-19, the factors that described segment membership, and channel switching intentions by segment membership.
Christopher Groening (Committee Chair)
Sungha Jang (Committee Member)
Mary Hogue (Committee Member)
Robert Jewell (Committee Member)
106 p.
Marketing
consumer channel shopping behavior; store eliminations; retail environment changes

Recommended Citations

Citations

  • Ngoh, C.-L. (2023). The Effect of Retailer Channel Decisions on Consumer Channel Shopping Behavior [Doctoral dissertation, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1690477803801319

    APA Style (7th edition)

  • Ngoh, Cheryl-lyn. The Effect of Retailer Channel Decisions on Consumer Channel Shopping Behavior. 2023. Kent State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1690477803801319.

    MLA Style (8th edition)

  • Ngoh, Cheryl-lyn. "The Effect of Retailer Channel Decisions on Consumer Channel Shopping Behavior." Doctoral dissertation, Kent State University, 2023. http://rave.ohiolink.edu/etdc/view?acc_num=kent1690477803801319

    Chicago Manual of Style (17th edition)

kent1690477803801319
140
© 2023, all rights reserved.
This open access ETD is published by Kent State University and OhioLINK.