Zachowania zakupowe w kanałach offline i online – analiza i implikacje dla przedsiębiorstw handlowych

Celem niniejszego artykułu jest identyfikacja zachowań zakupowych polskich nabywców w kanałach online i offline, a także określenie implikacji dla przedsiębiorstw prowadzących działalność w handlu detalicznym. W części teoretycznej dokonano przeglądu literatury i omówiono zagadnienia związane z zachowaniami zakupowymi konsumentów w wyżej wymienionych kanałach, a także przedstawiono rozwój systemów wielokanałowych oferowanych przez przedsiębiorstwa. Kolejna część artykułu opisuje metodykę badania, w której przedstawiono zasady jakościowej analizy treści zastosowane w badaniu oraz omówiono procedurę przeprowadzonego badania empirycznego. Wykorzystano technikę wywiadu pogłębionego, który przeprowadzono z 12 polskimi konsumentami. Część empiryczna przedstawia postrzegane przez respondentów zalety i wady kanałów online i offline, preferowane przez nich formy płatności oraz grupy produktów kupowanych w każdym kanale. Ostatnia część opracowania zawiera podsumowanie, w którym przedstawiono wnioski i implikacje dla przedsiębiorstw handlu detalicznego wynikające z identyfikacji zachowań zakupowych, a także zaprezentowano ograniczenia niniejszego badania. Podmioty gospodarcze powinny m.in. zwrócić uwagę na dywersyfikację sposobu płatności w sklepach internetowych, zwiększenie atrakcyjności stacjonarnych powierzchni handlowych oraz integrację kanałów online i offline, a także działań marketingowych w tym obszarze.

Bibliografia/References

Agatz, N., Fleischmann, M., & van Nunen, J. (2008). E-fulfillment and multi-channel distribution – A review. European Journal of Operational Research, 187(2), 339–356. https://doi.org/10.1016/j.ejor.2007.04.024

Ahlert, D., Kenning, P., & Brock, C. (2020). Handelsmarketing: Grundlagen der marktorientierten Führung von Handelsbetrieben. SpringerGabler.

Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., & Wood, S. (1997). Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces. Journal of Marketing, 61(3), 38–53. https://doi.org/10.2307/1251788

Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in multi-, cross-, and omni-channel retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170–178. https://doi.org/10.1016/j.jretconser.2015.08.001

Bogdan, G., & Gotwald, B. (2022). Omnichannel environment – phenomena, processes and the directions of change. Marketing of Scientific and Research Organizations, 46(4), 17–42. https://doi.org/10.2478/minib-2022-0019

Cao, L., & Li, L. (2015). The impact of cross-channel integration on retailers' sales growth. Journal of Retailing, 91(2), 198–216. https://doi.org/10.1016/j.jretai.2014.12.005

Clarke, S. O., Coates, & W. C., Jordan, J. (2021). A practical guide for conducting qualitative research in medical education: Part 3 – using software for qualitative analysis. AEM Education and Training, 5(4). https://doi.org/10.1002/aet2.10644

Climent, R., Haftor, D. & Chowdhury, S. (2022). Value creation through omnichannel practices for multi-actor customers: An evolutionary view. Journal of Enterprising Communities: People and Places in the Global Economy, 16(1), 93–118. http://dx.doi.org/10.1108/JEC-07-2021-0100

Cyrek, P. (2023). Zmiany w stylach zakupowych klientów handlu detalicznego w kontekście pandemii COVID-19. Marketing i Rynek, (8), 45–53. http://dx.doi.org/10.33226/1231-7853.2023.8.5

Domański, T. (2011). Retail in Poland – new challenges and new strategies. European Retail Research, 25(1), 141–180. https://doi.org/10.1007/978-3-8349-6235-5_7

Domański, T. (2023). Strategie marketingowe dużych sieci handlowych wobec globalnych wyzwań cywilizacyjnych XXI w. Marketing i Rynek, (7), 3–10, http://dx.doi.org/10.33226/1231-7853.2023.7.1

Fay, S., Feng, C., & Patel, P. C. (2022). Staying small, staying strong? Retail store underexpansion and retailer profitability. Journal of Business Research, 144(1), 663–678. https://doi.org/10.1016/j.jbusres.2022.02.022

Flavián, C., Gurrea, R., & Orús, C. (2020). Combining channels to make smart purchases: The role of webrooming and showrooming. Journal of Retailing and Consumer Services, 52, 101923. https://doi.org/10.1016/j.jretconser.2019.101923

Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in internet shopping. Journal of Business Research, 56(11), 867–887. https://doi.org/10.1016/S0148-2963(01)00273-9

Gregor, B., & Gotwald-Feja, B. (2022). Omnichannel environment – phenomena, processes and the directions of change. Marketing of Scientific and Research Organizations, 46(4), 17–42. https://doi.org/10.2478/minib-2022-0019

Grewal, D., Iyer, G. R., & Levy, M. (2004). Internet retailing: Enablers, limiters and market consequences. Journal of Business Research, 57(7), 703–713. https://doi.org/10.1016/S0148-2963(02)00348-X

Haridasan, A. C., Fernando, A. G., & Saju, B. (2021). A systematic review of consumer information search in online and offline environments. RAUSP Management Journal, 56(2), 234–253. https://doi.org/10.1108/RAUSP-08-2019-0174

Heinemann, G. (2013). No-Line-Handel: Höchste Evolutionsstufe im Multi-Channeling. Springer.

Hennink, M., & Kaiser, B. (2022). Sample sizes for saturation in qualitative research: A systematic review of empirical tests. Social Science & Medicine, 292, 114523. https://doi.org/10.1016/j.socscimed.2021.114523

Herhausen, D., Binder, J., Schoegel, M., & Herrmann, A. (2015). Integrating bricks with clicks: Retailer-level and channel-level outcomes of online-offline channel integration. Journal of Retailing, 91(2), 309–325. https://doi.org/10.1016/j.jretai.2014.12.009

Hoskins, J. D. (2020). The evolving role of hit and niche products in brick-and-mortar retail category assortment planning: A large-scale empirical investigation of U.S. consumer packaged goods. Journal of Retailing and Consumer Services, 57, 102234. https://doi.org/10.1016/j.jretconser.2020.102234

Karasiewicz, G., & Jędral, W. (2023). Dostawa produktu w handlu elektronicznym – kreowanie postrzeganej wartości oferty dla klienta. Marketing i Rynek, (12), 15–25. https://doi.org/10.33226/1231-7853.2023.12.2

Kiczmachowska, E., de Pourbaix, P., & Jemielniak, D. (2023). Price differentiation in online and offline retail: an empirical study of current practices. Marketing of Scientific and Research Organizations, 48(2), 1–16. http://dx.doi.org/10.2478/minib-2023-0007

Komor, M. (2022). Political and legal conditions of marketing activity of businesses in the European market. Marketing of Scientific and Research Organizations, 44(2), 1–20. https://doi.org/10.2478/minib-2022-0006

Komor, M., & Grzyb K. (2023). Qualitative content analysis – a research method in social science. Educational Studies Review, 43(2), 143–163. http://dx.doi.org/10.12775/PBE.2023.032

Komor, M., & Pacut, M. (2009). Internationalization, concentration and structural changes of retail in new Central and Eastern European member states of the EU. Journal of Economics and Management, (6), 69–92.

Krippendorff, K. (2019). Content analysis: An introduction to its methodology. Sage.

Kuckartz, U., & Rädiker, S. (2019). Analyzing qualitative data with MAXQDA. Text, audio, and video. Springer Nature Switzerland.

Li, Y., Liu, H., Yang, F., Lim, E. T. K., Goh, J. M., & Lee, M. K. O. (2018). Customer's reaction to cross-channel integration in omnichannel retailing: The mediating roles of retailer uncertainty, identity attractiveness, and switching costs. Decision Support Systems, 109(5), 50–60. https://doi.org/10.1016/j.dss.2017.12.010

Marjaei, S., Yazdi, F. A., & Chandrashekara, M. (2019). MAXQDA and its application to LIS research. Library Philosophy and Practice, 1–9. https://www.proquest.com/scholarly-journals/maxqda-application-lis-research/docview/2236131089/se-2

Mayring, P. (2022a). Qualitative Inhaltsanalyse, Grundlagen und Techniken. Beltz Pädagogik.

Mayring, P. (2022b). Qualitative content analysis: A step-by-step guide. Sage.

Mayring, P. (2014). Qualitative content analysis: Theoretical foundations, basic procedures and software solution. http://nbn-resolving.de/urn:nbn:de:0168-ssoar-395173

Mayring, P. (2002). Einführung in die qualitative Sozialforschung: eine Anleitung zu qualitativem Denken. Beltz Verlag.

Miles, M. B., Huberman, A. M., & Saldana, J. (2020). Qualitative data analysis: A methods sourcebook. Sage.

Mueller-Hagedorn, L., Toporowski, W., & Zielke, S. (2012). Der Handel: Grundlagen, Management, Strategien. Kohlhammer.

Nahalkova Tesarova, E., & Krizanova, A. (2020). How shopping was transformed from offline to online space – A case study within the Slovak Republic. Management Dynamics in the Knowledge Economy, 11(2), 128–137. https://doi.org/10.2478/mdke-2023-0009

Neslin, S.A., & Shankar, V. (2009). Key issues in multichannel customer management: Current knowledge and future directions. Journal of Interactive Marketing, 23(1), 70–81. https://doi.org/10.1016/j.intmar.2008.10.005

Novotny, J. & Duspiva, P. (2014). Factors influencing consumers' buying behavior and their importance for enterprises. Ekonomie a Management, 17, 152–166, http://dx.doi.org/10.15240/tul/001/2014-1-012

Oh, L., Teo, H., & Sambamurthy, V. (2012). The effects of retail channel integration through the use of information technologies on firm performance. Journal of Operations Management, 30(5), 368–381. https://doi.org/10.1016/j.jom.2012.03.001

Quach, S., Barari, M., Moudrý, D. V., & Quach, K. (2022). Service integration in omnichannel retailing and its impact on customer experience. Journal of Retailing and Consumer Services, 65, 102267. https://doi.org/10.1016/j.jretconser.2020.102267

Rahman, S. M, Carlson, J., Gudergan, S. P., Wetzels, M., & Gewal, D. (2022). Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact. Journal of Retailing, 98(2022), 611–632. https://doi.org/10.1016/j.jretai.2022.03.003

Ratchford, B., Soysal, G., Zentner, A., & Gauri, D. K. (2022). Online and offline retailing: What we know and directions for future research. Journal of Retailing, 98(1), 152–177. https://doi.org/10.1016/j.jretai.2022.02.007

Redondo, I. & Charron, J. (2023). Variety of shopping modes: theoretical framework, pivotal factors, and managerial implications. Journal of Business Economics and Management, 24, https://doi.org/10.3846/jbem.2023.20438

Riaz, H., Ahmed, H., & Jibril, A. B. (2024). Reassessing customer trust and privacy concerns in omnichannel customer experience. Cogent Business & Management, 11(1), 2410405. https://doi.org/10.1080/23311975.2024.2410405

Rigby, D. (2011). The future of shopping: Successful companies will engage customers through "omnichannel" retailing. A mashup of digital and physical experiences. Harvard Business Review, 89(12), 65–74. https://hbr.org/2011/12/the-future-of-shopping

Salvietti, G., Ziliani, C., Teller, C., Ieva, M., & Ranfagni S. (2022). Omnichannel retailing and post-pandemic recovery: Building a research agenda. International Journal of Retail & Distribution Management, 50(8/9), 1156–1181. http://dx.doi.org/10.1108/IJRDM-10-2021-0485

Schiffman, L., Hansen, H., & Kanuk, L. (2007). Consumer behaviour: A European outlook. Pearson Education.

Sebele-Mpofu, F. (2020). Saturation controversy in qualitative research: Complexities and underlying assumptions. A literature review. Cogent Social Sciences, 6(1), 1838706. https://doi.org/10.1080/23311886.2020.1838706

Swoboda, B., Foscht, T., & Schramm-Klein, H. (2019). Handelsmanagement: Offline-, Online- und Omnichannel-Handel. Vahlen.

Śmigielska, G., & Oczkowska, R. (2017). Retailers' competitiveness on global markets. International Entrepreneurship Review, 3(1), 175–196. https://doi.org/10.15678/PM.2017.0301.10

Taralik, K., Kozák, T., & Molnár, Z. (2023). Channel preferences and attitude of domestic buyers in purchase decision processes of high-value electronic devices. Entrepreneurial Business and Economics Review, 11(2), 121–136. https://doi.org/10.15678/EBER.2023.11020

Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multichannel retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005

Woolf, N., H., & Silver, C. (2018). Qualitative analysis using MAXQDA. The five-level QDA™ Method. Routledge.

Wolfinbarger, M., & Gilly, M. C. (2001). Shopping online for freedom, control and fun. California Management Review, 43(2), 34–55. https://doi.org/10.2307/411660