Stay or switch? Investigating lock-in effect in multi-channel apparel retailing

• Emiliano Acquila-Natale ^[1] ; Ángel Hernández-García ^[1] ; Santiago Iglesias-Pradas ^[1] ; Julián Chaparro-Peláez ^[1]
  1. [1] Universidad Politécnica de Madrid

     Universidad Politécnica de Madrid

     Madrid, España

     
• Localización: Economics and Business Letters, ISSN-e 2254-4380, Vol. 9, Nº. Extra 4, 2020 (Ejemplar dedicado a: Selected papers from CIO 2019 / 13th International Conference on Industrial Engineering and Industrial Management), págs. 298-305
• Idioma: inglés
• Enlaces
  • Texto completo (pdf)
• Resumen

  • The emergence of new sales channels, the irruption of new technologies and changes in per-sonal and professional lifestyles have transformed purchasing behaviors throughout the shopping process. Prior research has addressed the effect of these changes in each channel separately, neglecting the study of such effects in multi-channel environments. This research investigates the relation between channel preference and spillover effect—and more particularly, lock-in effect—in apparel multi-channel retailing, with data collected from a survey of 432 Spanish shoppers. The results of the study facilitate further understanding of spillover effect and help companies improve their omnichannel strategies.