Online Channel Integration: Value Creation and Customer Reactions in Online and Physical Stores

299 Pages·2014·4.248 MB·English

by  Jochen Binder (auth.)

Online Channel Integration
Jochen Binder
Online Channel
Integration
Value Creation and
Customer Reactions in
Online and Physical Stores
Jochen Binder
St. Gallen, Switzerland
Dissertation Universität St. Gallen, Schweiz, 2014
ISBN 978-3-658-04572-2 ISBN 978-3-658-04573-9 (eBook)
DOI 10.1007/978-3-658-04573-9
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V
Vorwort des Autors
Diese Dissertation ist während meiner Zeit als wissenschaftlicher Mitarbeiter am
Institut für Marketing der Universität St. Gallen entstanden. An dieser Stelle möchte
ich mich herzlich bei allen bedanken, die mich in den letzten Jahren unterstützt und
zur Fertigstellung der Arbeit beigetragen haben.
Mein Dank gilt in erster Linie meinem Doktorvater, Prof. Dr. Marcus Schögel. Ohne
seine wertvolle fachliche und persönliche Unterstützung hätte die Arbeit in dieser
Form nicht entstehen können. Vor allem bedanke ich mich für das mir von ihm
entgegengebrachte Vertrauen sowie die Möglichkeit im Rahmen von
Unternehmenskooperationen, der Mitarbeit in der Führungskräfteweiterbildung und
wissenschaftlichen Beiträgen, eine Vielzahl interessanter Fragestellungen bearbeiten
zu dürfen und die Praxis mit der Wissenschaft verbinden zu können. Ebenso bedanke
ich mich bei Prof. Dr. Torsten Tomczak, der als Ko-Referent diese Arbeit an
entscheidenden Stellen durch äusserst wertvolle Hinweise bereicherte.
Teile dieser Dissertation sind entstanden, während meiner Zeit als Visiting Scholar am
Marketing Department der Kellogg School of Management, Northwestern University.
Ich möchte dem Schweizer Nationalfonds (SNF) dafür danken, dass er mir diese
äusserst lehrreiche und sehr interessante Zeit in Evanston ermöglicht hat. Prof. Dr.
Eric T. Anderson danke ich für sein Interesse an meiner Forschung, die ausgesprochen
lehrreiche Zusammenarbeit und seine wertvollen Kommentare zu meinem Projekt.
Ein spezieller Dank geht an meinen Kollegen Prof. Dr. Dennis Herhausen für seine
wertvollen Hinweise. Auch möchte ich mich bei den Teilnehmern der Marketing
Forschungstagungen in Berlin, Graz und Jena sowie der Doktorandenseminare an der
Universität St. Gallen ganz herzlich für die hilfreichen Kommentare und die konstruk-
tive Kritik zu meiner Arbeit bedanken.
Besonders bedanke ich mich bei allen Kollegen am Institut für Marketing für die stets
angenehme Zusammenarbeit und das grossartige Arbeitsklima. Ebenfalls bedanke ich
mich bei den Verantwortlichen der beiden anonymen Unternehmen die mir die
Datenerhebung für meine empirische Untersuchung ermöglichten sowie bei den
Kooperationspartnern und Experten, dass sie ihr wertvolles Praxiswissen mit mir
geteilt haben.
Schliesslich haben mich viele Weggefährten und Freunde durch die Promotionszeit
begleitet. Mein spezieller Dank gilt hier Dr. Nicolas Pernet für die guten Tipps sowie
VI
die lustige Zeit am Institut und darüber hinaus, Dr. Julia Bendul, Dr. Antonia Erz,
Friederike Rieder, Dr. Frauke Rüther und Dr. Philip Schnaith für perfekte Dinner
Abende, Dr. Karl Neumüller für die Wohngemeinschaft, Dr. Thomas Fischer und
Prof. Dr. Marco Zeschky für die Bergtouren, Michael Hafner und Tania Marcela
Penuela Gomez für die Freundschaft ausserhalb der Universität, Manuel Hermosilla,
Caroline Roux, Nicha Tanskul und Tae Jung Joon für Inspiration und Motivation in
Chicago, sowie Jasmin Eberharter, Dr. Lydia Ebersbach, Prof. Dr. Peter Fischer, Dr.
Johannes Hattula, Dr. Oliver Malms, Kirsten Mrkwicka, Cansu Oral, Dr. Alexander
Schagen und Carla Thaper für die unvergessliche Zeit in St. Gallen.
Mein grösster Dank gilt allerdings Dr. Bettina Maisch und insbesondere meinen lieben
Eltern Ilse Binder und Gerhard Binder, die immer an mich geglaubt und mich in
meinem Werdegang vorbehaltlos unterstützt haben.
Ihnen widme ich diese Arbeit.

St. Gallen, Oktober 2013 Jochen Binder
VII
Table of Contents
List of Figures ............................................................................................................ XIII(cid:561)
List of Tables ............................................................................................................... XV(cid:561)
Abbreviations ............................................................................................................ XVII(cid:561)
Abstract ...................................................................................................................... XIX(cid:561)
Zusammenfassung ........................................................................................................ XX(cid:561)
A(cid:561) Research Background ............................................................................................... 1(cid:561)
1(cid:561) Introduction .............................................................................................................. 1(cid:561)
1.1(cid:561) Motivation and Relevance ................................................................................. 1(cid:561)
1.2(cid:561) Research Gaps and Goals of this Work ............................................................. 6(cid:561)
1.3(cid:561) Structure of the Dissertation ............................................................................ 12(cid:561)
2(cid:561) Conceptual Development ....................................................................................... 14(cid:561)
2.1(cid:561) Forms of Multichannel Strategies .................................................................... 14(cid:561)
2.2(cid:561) Channel Configuration ..................................................................................... 18(cid:561)
2.3(cid:561) Channel Integration .......................................................................................... 22(cid:561)
2.3.1(cid:561) Dimensions, Risks, and Potentials of an Integrated Channel System .............. 22(cid:561)
2.3.2(cid:561) The Relevance of the Internet for Channel Integration .................................... 27(cid:561)
2.3.3(cid:561) Research on Channel Integration ...................................................................... 29(cid:561)
2.3.3.1(cid:561) Conceptual Research related to Channel Integration ....................................... 29(cid:561)
2.3.3.2(cid:561) Empirical Studies on Channel Integration ....................................................... 34(cid:561)
2.3.4(cid:561) Operationalization of Channel Integration: Online Integration ........................ 37(cid:561)
2.4(cid:561) Conceptual Framework .................................................................................... 42(cid:561)
B(cid:561) Development of Hypotheses .................................................................................. 45(cid:561)
1(cid:561) The Role of Perceived Service Quality Online ...................................................... 45(cid:561)
2(cid:561) The Role of Perceived Online Purchase Risk ........................................................ 46(cid:561)
3(cid:561) The Effects of Online Integration on Perceived Purchase Risk and Service
Quality Online ........................................................................................................ 48(cid:561)
4(cid:561) Online Integration and Willingness to Pay across Channel Formats ..................... 49(cid:561)
5(cid:561) Loyalty and Purchase Intention in the Online Store .............................................. 52(cid:561)
VIII
5.1(cid:561) Online Integration and the Relative Performance of the Online Channel ....... 55(cid:561)
5.2(cid:561) Moderation Effects for Perceived Online Service Quality and Purchase
Risk .................................................................................................................. 58(cid:561)
5.3(cid:561) Channel Synergies and Cannibalization .......................................................... 60(cid:561)
C(cid:561) Study 1: Online Integration and Willingness to Pay .............................................. 65(cid:561)
1(cid:561) Study Design, Procedure, and Participants ............................................................ 65(cid:561)
2(cid:561) Manipulation of the Independent Variables ........................................................... 68(cid:561)
3(cid:561) Selection of Measures ............................................................................................ 72(cid:561)
3.1(cid:561) Dependent Measure ......................................................................................... 72(cid:561)
3.2(cid:561) Covariates ........................................................................................................ 73(cid:561)
3.3(cid:561) Manipulation and Confound Checks ............................................................... 76(cid:561)
4(cid:561) Results .................................................................................................................... 77(cid:561)
4.1(cid:561) Manipulation and Confound Checks ............................................................... 77(cid:561)
4.2(cid:561) The Effect of Online Integration on WTP ....................................................... 78(cid:561)
4.3(cid:561) Mediation Analysis: How Online Integration Increases WTP in the Online
Channel ............................................................................................................ 85(cid:561)
5(cid:561) Discussion .............................................................................................................. 86(cid:561)
D(cid:561) Study 2: Online Integration, Channel Loyalty, and Channel Choice ..................... 91(cid:561)
1(cid:561) Study Designs ......................................................................................................... 91(cid:561)
1.1(cid:561) Data Collection 1: Manipulation of the Independent Variable: Facilitating
Research Shopping .......................................................................................... 92(cid:561)
1.2(cid:561) Data Collection 2: Manipulation of the Independent Variables: Facilitating
Research Shopping & Increasing After Sales Service ..................................... 94(cid:561)
2(cid:561) Selection of Measures ............................................................................................ 97(cid:561)
2.1(cid:561) Dependent Measures ........................................................................................ 97(cid:561)
2.2(cid:561) Perceived Online Service Quality and Purchase Risk as Mediator
Variables .......................................................................................................... 98(cid:561)
2.3(cid:561) Moderator Variables and Covariates ............................................................... 99(cid:561)
2.4(cid:561) Manipulation and Confound Checks ............................................................. 100(cid:561)
3(cid:561) Participants of the Study and Sample Description ............................................... 101(cid:561)
IX
4(cid:561) Datasets Derived from the Experiments ............................................................... 106(cid:561)
5(cid:561) Overview of Analyses .......................................................................................... 108(cid:561)
5.1(cid:561) The Mediating Role of Perceived Service Quality and Purchase Risk ......... 109(cid:561)
5.1.1(cid:561) Rationale and Methodology ............................................................................ 109(cid:561)
5.1.2(cid:561) Online Loyalty and Purchase Intention .......................................................... 111(cid:561)
5.1.3(cid:561) Relative Loyalty and Purchase Intention ........................................................ 114(cid:561)
5.1.3.1(cid:561) Pooled Sample Structural Equation Model Results ....................................... 114(cid:561)
5.1.3.2(cid:561) Hierarchical Regression Results .................................................................... 117(cid:561)
5.1.3.3(cid:561) Facilitating Research Shopping vs. Increasing Online After Sales
Service ........................................................................................................... 121(cid:561)
5.1.4(cid:561) Multiple Group Analyses ................................................................................ 124(cid:561)
5.1.5(cid:561) Discussion ....................................................................................................... 128(cid:561)
5.2(cid:561) Channel Synergies - The Impact of Online Integration on Customer
Loyalty Online and Offline ............................................................................ 132(cid:561)
5.2.1(cid:561) Rationale and Methodology ............................................................................ 132(cid:561)
5.2.1.1(cid:561) Mutual Dependencies of Online and Offline Customer Loyalty ................... 132(cid:561)
5.2.1.2(cid:561) Data Analysis Strategy and Model Specification .......................................... 133(cid:561)
5.2.2(cid:561) Descriptive Analyses and Mean Comparisons ............................................... 135(cid:561)
5.2.2.1(cid:561) Pooled Sample Results ................................................................................... 135(cid:561)
5.2.2.2(cid:561) Facilitating Research Shopping vs. Increasing Online After Sales
Service Results ............................................................................................... 136(cid:561)
5.2.3(cid:561) Instrumental Variables Regression ................................................................. 138(cid:561)
5.2.3.1(cid:561) Endogenous Effects of the Online and Offline Loyalty Constructs ............... 138(cid:561)
5.2.3.2(cid:561) Instrumental Variables Identification ............................................................ 141(cid:561)
5.2.3.3(cid:561) Pooled Sample Results ................................................................................... 145(cid:561)
5.2.3.4(cid:561) Comparison of Integration Types: Facilitating Research Shopping vs.
Increasing Online After Sales Service Results .............................................. 151(cid:561)
5.2.4(cid:561) Discussion ....................................................................................................... 156(cid:561)
5.3(cid:561) Channel Cannibalization - The Effects of Online Integration on Channel
Purchase Choice Online and Offline ............................................................. 158(cid:561)
5.3.1(cid:561) Rationale and Methodology ............................................................................ 158(cid:561)
X
5.3.1.1(cid:561) Mutual Dependencies of Online and Offline Channel Choice ...................... 158(cid:561)
5.3.1.2(cid:561) Data Analysis Strategy and Model Specification .......................................... 159(cid:561)
5.3.2(cid:561) Descriptive Analyses and Mean Comparisons ............................................... 160(cid:561)
5.3.2.1(cid:561) Pooled Sample Results ................................................................................... 160(cid:561)
5.3.2.2(cid:561) Comparison of Integration Types: Facilitating Research Shopping vs.
Increasing Online After Sales Service ........................................................... 162(cid:561)
5.3.3(cid:561) Multinomial Logistic Regression ................................................................... 163(cid:561)
5.3.3.1(cid:561) Discrete Channel Choice Variable Identification .......................................... 163(cid:561)
5.3.3.2(cid:561) Predicted Probabilities of Channel Selection ................................................. 166(cid:561)
5.3.3.3(cid:561) Multinomial Logistic Regression Results ...................................................... 168(cid:561)
5.3.3.4(cid:561) Marginal Effects ............................................................................................ 174(cid:561)
5.3.4(cid:561) Discussion ....................................................................................................... 178(cid:561)
6(cid:561) Summary of Results ............................................................................................. 180(cid:561)
E(cid:561) Managerial Suggestions ....................................................................................... 183(cid:561)
1(cid:561) A Roadmap for Channel Integration Decisions ................................................... 183(cid:561)
2(cid:561) Creating External Fit: Customers and Competitors ............................................. 186(cid:561)
2.1(cid:561) Analysis of the Competitive Position ............................................................ 186(cid:561)
2.2(cid:561) Customer Analysis ......................................................................................... 192(cid:561)
2.3(cid:561) Generating a Market-Based Long List of Integration Possibilities ............... 200(cid:561)
3(cid:561) Creating Internal Fit: Organizational Structure and Cross-Channel Corporate
Mindset ................................................................................................................. 205(cid:561)
3.1(cid:561) Organizational Structure ................................................................................ 205(cid:561)
3.2(cid:561) Generate a Cross-Channel Corporate Mindset .............................................. 213(cid:561)
4(cid:561) Integration Activity Evaluation and Implementation Strategy ............................ 219(cid:561)
F(cid:561) Conclusions .......................................................................................................... 224(cid:561)
1(cid:561) General Discussion ............................................................................................... 224(cid:561)
2(cid:561) Theoretical Contribution ...................................................................................... 226(cid:561)
3(cid:561) Practical Contribution ........................................................................................... 227(cid:561)
4(cid:561) Limitations and Future Research .......................................................................... 229(cid:561)
G(cid:561) References ............................................................................................................ 232(cid:561)