18 December 2017
15:00
Title: Investigation of Asymmetrical Integration through Retail Outlet Digitalization for Search and Experience goods
Speaker: Nathalie Demoulin
Time: 15:00 - 16:30
Venue: Doyen 22, (Doyen Building, Place des Doyens 1, B-1348 Louvain-la-Neuve)
Abstract
This research examines the impact of offline-online asymmetrical integration, defined as access to a larger online assortment in-store by enabling customers to order online while being in-store via kiosks or mobile devices. Even though channels integration is a key challenge for retailers trying to provide customers with a seamlessness shopping, the effect of offline-online integration is still unclear. Drawing on the Theory of Reasoned Action, our theoretical model proposes that digitalization of outlets increases the purchase intention of products unavailable in-store and reduce switching behaviour. This effect is mediated through perceived service quality, online risks and assortment variety and is moderated by the type of goods and the e-shopping experience. A between-subjects experiment demonstrated that offline-online asymmetrical integration creates cross-channel synergies by increasing online purchase and by retaining customers at the focal retailer.
Short Bio
Nathalie Demoulin is Associate Professor of Marketing at IÉSEG School of Management at IÉSEG School of Management (Lille|Paris, France) (EQUIS, AACSB, AMBA). She received her Ph.D. in management sciences from Louvain School of Management - UCLouvain-Mons in Belgium. Her primary research interests were marketing managers’ decision-making process and the impact of marketing decision support systems on managers. She currently conducts research linked to relationship marketing and the customers’ adoption of new technologies in the retailing sector. She has published in international peer-reviewed journals such as Decision Support Systems, Journal of Retailing, Journal of Retailing and Consumer Services, International Journal of Retail & Distribution Management and International Journal of Advertising.