Online and offline behaviours showed by consumers have varied significantly in the last few decades (Lee & Cheng 2009). The Effectiveness of Customized Promotions in Online and Offline Stores explores the usefulness of customized campaigns with the aim of understanding the consumer behaviours (Jie & Michel 2009). The findings indicate that optimization processes lead to considerable profit enhancements over the present practice for all types of advertisings. The researchers also note that loyalty campaigns are more lucrative in online shops than in offline stores, whereas the contrast holds for competitive advertisings (Jie & Michel 2009). According to the research, the incremental payoff of discrete level over segment and mass market level tailored campaigns is lesser in offline stores.
Junhong and Marta focus on the controlling effects of shopping incidence, sensory nature, brand loyalty, size constancy, and price sensitivity for both online marketing and offline marketing channels (Junhong & Marta 2010). Information is gathered from two of the six prominent grocery chains in Spain (Junhong & Marta 2010). The study illustrates that households have a higher brand loyalty and size dependability, but lesser price sensitive in the online marketing channels compared with offline marketing channels.
Mehta examines behavioural dissimilarities between shoppers appealed to online shopping and offline shopping (Mehta 2013). As such, the author offers an understanding of the field of consumer behaviour with additional deliberations on the hypothetical and real-world effect of these studies. The study uses figures from an online hypermarket and customary scanner panel values. The analysis notes that unlike contemporary supermarket clients, online shoppers favour larger sized goods to reduced sized products and do more screening based on brand names (Mehta 2013). Equally, the study suggests that compared to offline shoppers, online consumers do less evaluation based on sizes and exhibit robust choice set effects.
Social Influence Effects in Online Product Ratings suggests that the internet conspicuously show buyers’ product ratings (Shrihari & Raji 2012). The above act affects customers’ buying choices and willingness to pay. Insufficient understanding exists concerning whether a client’s online merchandise assessment is predisposed to social influence from other individuals’ online evaluations. Scrutinizing the issue, the researchers theorize that other shoppers’ online evaluations moderate the impacts of constructive and consistent undesirable features of product understanding (Shrihari & Raji 2012). Regarding marketing theory, the discoveries show that customers who influence others are themselves predisposed by other clients (Shrihari & Raji 2012). The above impact is dependent on their product experience.
Consumer Perceptions of Online Shopping Environments suggests that there are many differences between consumer behaviours in online and offline environments (Demangeot & Broderick 2010). Although websites comprise of numerous shopping cues, the authors believe that salespersons need a gestalt method to comprehend how customers perceive the dissimilarity between the two shopping environments. The authors indicate that customers recognize online shopping environments with respect to their sense-making and empirical potential (Demangeot & Broderick 2010). On the contrary, shoppers identify offline shopping based on attributes capability to see or touch the merchandise.
Social Media and International Advertising analyses how consumers’ online and offline behaviours are influenced by social media (Okazaki & Taylor 2013). The principal aim of this article is to pinpoint hypothetical grounds used in studies focusing on social media in the context of international advertising research. The authors argue that the use of social media can affect consumers shopping behaviour (Okazaki & Taylor 2013). As such, the technology boosts clients’ confidence to purchase products via online stores. Similarly, when used the technology encourages consumers to frequent offline stores.
The Impact of the Introduction and Use of an Informational Website on Offline Customer Buying Behaviour investigates if clients have increased their spending habits. Customers’ online spending is high with the introduction of online shopping and access to informational sites (Van, Leeflang, & Teerling 2011). The researchers analyse the impacts of installation of an informational website by a big nationwide store on offline consumer buying behaviour. The study focuses on the website’s influence on the tally of shopping sprees and the money used on every shopping trip. The authors note that informational sites encouraged more offline shopping compared to online shopping (Van, Leeflang, & Teerling 2011). According to the research, many website visitors participate in less shopping trips and incur less in all product groupings.
A Critical Comparison of Offline Focus Groups asserts that the increase in online advertising research signifies one of the fastest-developing sectors of the research industry (Brüggen & Willems 2009). Even though the intention and value of online surveys have attracted extensive consideration, little experimental research relates the success of online and offline qualitative research procedures. In this article, the authors differentiate offline oriented groups, online oriented groups, and e-Delphi (Brüggen & Willems 2009). The groups are compared based on their depth, breadth, competence, cluster dynamics, and outlooks of respondents. The findings indicate that offline oriented group exhibit higher efficiency, quality results, depth, and breadth. On the other hand, outcomes from online oriented groups showed unprompted responses and instructiveness.
Online Lifestyle Consumption Community Dynamics asserts that a practice-based analysis consumer online and offline behaviours play a central role in their shopping experiences (Närvänen & Kartastenpää 2013). To evaluate how customer’s uncertainty influences shopping behaviour, Närvänen and Kartastenpää try to hypothesize and scrutinize the manner through which community dynamics affects online and offline behaviours (Närvänen & Kartastenpää 2013). With the help of a cross-country study, the authors parallel online and offline customers. Through this, they test the effect of the phenomenon, product, and focus group on customers’ objectives. While some differences are indicated between online and offline environments when investigating the impact of market-linked, product-linked, and social issues on customers’ decision, no apparent difference can be exhibited between online and offline marketing channels.
Consumer behaviours have varied significantly in the last decade (Rose & Clark 2011). Kar identifies the primary drivers behind these changes with respect to the online and offline setting (Kar 2010). The scholar notes that many consumers use the internet to research for products’ information. However, the article recognizes that more than half of the global consumers still prefer to shop for their goods and services offline. Kar believes that online traders’ merchandises will be readily available via the search engines as the consumers embrace online shopping (Kar 2010). The scholar also asserts that marketers ought to evaluate offline alterations for online efforts to manage internet marketing with ease.
Pauwels notes that the offline returns influence of the informational website disparagingly relies on the merchandise group and consumer segment (Pauwels 2011). According to the researchers, the reduced online search charges are particularly advantageous for sensory goods and users located far from the shopping stores. The study illustrates that researchers done on this market segment have confirmed that clients have decreased their shopping trips. The above indicate that online shopping has partly replaced online shopping.
Koo and Ji-Hoon analyse the link amongst dominance, energetic and nervous stimulation, and preference and its influence on intention (Koo & Ji-Hoon 2011). The researchers use data from a study done on a survey of 400 consumers. The shoppers comprised of 211 offline clients and 189 online customers. The findings indicate that dominance has a substantial desirable or undesirable impact on both energetic and nervous stimulation (Oguinn 2014). On the contrary, dominance has no influence on preference and intention in both offline and online setting. The findings also indicate that the impact of dominance on nervous stimulation is not statistically noteworthy in an online surrounding (Koo & Ji-Hoon 2011). However, both energetic and nervous stimulation has an encouraging or undesirable effect on pleasure.
The Megaphone Effect Taste and Audience in Fashion Blogging asserts that online shopping, unlike offline shopping, offers regular consumers with a mass audience (McQuarrie, Miller, & Phillips 2013). The researchers present a hypothetical review of bloggers’ accomplishment in terms of the accrual of cultural capital through public exhibitions of taste. Through this, they illustrate how the exercise of taste creates financial recompenses and social capital for these professionals. According to the article, fashion blogging embraces online appraisals and user-generated content (McQuarrie, Miller, & Phillips 2013). The authors suggest that in these occurrences of the megaphone effect regular customers can get an audience without the established arbitration required in offline shopping.
Quantifying Transaction Costs in Online/Offline Grocery Channel suggests that families incur operation costs when selecting among off-line stores for grocery acquisitions (Chintagunta, Chu, & Cebollada 2012). The authors indicate that consumers may also incur supplementary transaction charges when purchasing groceries online as opposed to offline (Chintagunta, Chu, & Cebollada 2012). In the article, the scholars incorporate the numerous operation charges into a channel choice structure and empirically enumerate the comparative transaction prices when families select between the online and off-line channels of similar grocery stores. The findings indicate that transaction expenses for grocery errands can be substantial and influence the decision between shopping through online and off-line channels.
Lu focuses on aspects that determine consumers’ intention to switch their shopping behaviours from offline channels to online channels, which offers like services (Lu 2011). The research indicates that innovativeness in technologies and their associated benefits had encouraging effects on consumers’ intention to switch usage. Furthermore, the outcomes of the study also illustrate that online involvement curbs the connection between relative advantage and customer’s objective to change usage from offline to online services.
Riquelme and Sergio analyse the influence of numerous shoppers’ cognitive and psychographic personalities in their views of vendors’ deceptive practices and the diverse impacts on the supposed deception (Riquelme & Sergio 2014). The study also focuses on an investigation aimed at analysing online and offline consumer behaviours. In the research, the scholars indicate that the merchandises, customers, and stages of the shopping experience influence the choices of shopping online or either offline. For instance, when features such as vast selection and shopping quickly are predominant online shopping is favoured (Park 2013). If attributes like private service and capability to see or touch the merchandise are dominant, clients will prefer offline shopping.
Brüggen, E, & Willems, P 2009, ‘A critical comparison of offline focus groups, online focus groups and e-Delphi,’ International Journal of Market Research, vol. 51, no. 3, pp. 363-364.
Chintagunta, P, Chu, J, & Cebollada, J 2012, ‘Quantifying Transaction Costs in Online/Off-line Grocery Channel Choice,’ Marketing Science, vol. 31, no. 1, pp. 96-114.
Demangeot, C, & Broderick, A 2010, ‘Consumer perceptions of online shopping environments: A gestalt approach.’ Psychology and Marketing, vol. 27, no. 2, pp. 117-140.
Jie, Z, & Michel, W 2009, ‘The Effectiveness of Customized Promotions in Online and Offline Stores,’ Journal of Marketing Research, Vol. 46, No. 2, pp. 190-206.
Junhong, C, & Marta, A 2010, ‘An Empirical Analysis of Shopping Behavior across Online and Offline Channels for Grocery Products: The Moderating effects of Household and Product Characteristics’, Journal of Interactive Marketing, vol.1, no 24.pp. 251-268.
Kar, M 2010, ‘Consumer behavior over the last 25 years, Oxirm Research Themes, Oxford Institute of Retail Management’, The Retail Digest, vol. 2, no 24. pp. 46-53
Koo, D, & Ji-Hoon L 2011, ‘Interrelationships among dominance, energetic and tense arousal, and pleasure, and differences in their impacts under online vs. offline environment.’ Computers in Human Behavior, vol. 27, no.5, pp. 1740- 1750.
Lee, Z & Cheng, K 2009, ‘Predictors of Customer Preference for Online Versus Offline Air Travel Booking,’ Tourism Review International, vol.13, no. 3, pp.183-200.
Lu, Y 2011, ‘A study on factors that affect users’ behavioral intention to transfer usage from the offline to the online channel’ Computers in Human Behavior, vol.27, no.1 pp.355-364.
McQuarrie, E, Miller, J, & Phillips, B 2013, ‘The Megaphone Effect: Taste and Audience in Fashion Blogging’, Journal of Consumer Research, vol. 40, no. 1, pp. 136-158.
Mehta, S 2013, ‘Review Of Literature On Online Consumer Behavior’, Journal of Electronic Commerce in Organizations, vol. 27, no.5, pp. 11-15.
Närvänen, E & Kartastenpää, E 2013, ‘Online lifestyle consumption community dynamics: A practice-based analysis,’ Journal of Consumer Behavior, vol. 2, no. 24, pp. 46-53.
Oguinn, T 2014, ‘Bricks and mortar: offline shopping in online America’ Consumption Markets & Culture, vol. 18, no. 5, pp.468-473.
Okazaki, S, & Taylor, C 2013, ‘Social media and international advertising: theoretical challenges and future directions’, International Marketing Review, vol. 30, no. 1, pp. 56-71.
Park, M 2013, ‘The Effect of Reward Channel and Reward Time of Customer Loyalty Programs for On-offline Channels -Focusing on Department Stores and Online Shopping Stores’.Journal of the Korean Society of Clothing and Textiles, vol. 37, no. 4, pp.467-481.
Pauwels, K 2011, ‘Does Online Information Drive Offline Revenues? Only for Specific Products and Consumer Segments,’ Journal of Retailing vol. 87, no.1, pp.11-17.
Riquelme, P., & Sergio R 2014, ‘The Influence of Consumers’ Cognitive and Psychographic Traits on Perceived Deception: A Comparison Between Online and Offline Retailing Contexts’, Journal of Business Ethics, vol. 119, no.3, pp.405-422.
Rose, S, & Clark, M 2011, ‘Online Customer Experience: A Review of the Business-to-Consumer Online Purchase Context’, International Journal of Management Reviews, vol. 13, no. 1, pp.24-39.
Shrihari S, Raji S 2012, ‘Social Influence Effects in Online Product Ratings’, Journal of Marketing, Vol. 76, No. 5, pp. 70-88.
Van J, Leeflang, P, & Teerling, M 2011, ‘The impact of the introduction and use of an informational website on offline customer buying behavior,’ International Journal of Research in Marketing, vol. 28, no. 2, pp.155-165.