Online or in-store: unravelling consumer’s channel choice motives

Purpose The purpose of this study is to compare online and in-store shoppers motivations based on product type. Design/methodology/approach Means-end approach was used to extract motivational factors that drive shoppers channel choice for hedonic and utilitarian products. A total of 100 respondents were interviewed using laddering technique. Hierarchical virtual maps were constructed to determine values associated with attributes and consequences identified by the consumer. Findings Shopping motivations differed for online and in-store shoppers based on product type. Variety, value for money and delivery were important attributes for online shoppers. In-store shoppers looked for social interaction and personalized attention. Convenience, affordability and gratification were unique online consequences, while nostalgia and loyalty benefits were specific to in-store hedonic purchases. Self-confidence, availability of wider choices and in-store shopping experience were the values sought for hedonic products. Control of shopping experience was the desired value for utilitarian purchases irrespective of channels. Research limitations/implications This study contributes to shopping motivation research by comparing motives of online and in-store shoppers for hedonic and utilitarian products. Practical implications Retailers need to enhance online trust and strengthen in-store customer service for hedonic products. They should also work on the online delivery capabilities and in-store personalized services for utilitarian purchases. Originality/value Prior research on deconstructing channel choice motivations based on product type is sparse. This paper uses hierarchy of means-end elements to illustrate attributes and consequences that drive consumer motives and values.