Self-selection and purchase value of research shoppers
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 3 June 2020
Issue publication date: 24 July 2020
Abstract
Purpose
This paper investigates the degree to which self-selection explains the apparent higher purchase value of research shoppers.
Design/methodology/approach
An online survey was administered to 594 retail shoppers. The purchase value of research shoppers and single-channel shoppers was compared before and after propensity score matching to account for self-selection effects.
Findings
Prior to matching, research shoppers spend significantly more than single-channel shoppers. This difference persists after accounting for self-selection but is reduced by 25%. The impact of self-selection differs across product categories and channels, with the online channel most likely to lead to higher purchase value.
Practical Implications
The findings build on existing literature on the value of omni-channel retail strategies and provide insights for retailers to determine the likely impact of encouraging research shopping among their customers.
Originality/value
The research provides important insights into the role that self-selection plays in the value of multi-channel shoppers, and the likely value to retailers of omni-channel strategies.
Keywords
Citation
Pallant, J.I., Sands, S.J., Ferraro, C.R. and Pallant, J.L. (2020), "Self-selection and purchase value of research shoppers", International Journal of Retail & Distribution Management, Vol. 48 No. 8, pp. 845-863. https://doi.org/10.1108/IJRDM-12-2019-0387
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited