Not all adaptive selling to omni-consumers is influential: The moderating effect of product type

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• 作者：Yuliya Yurova^a ; ^{yy21@nova.edu} ; Cindy B. Rippé ; ^b ; ^{RIPPE@tarleton.edu} ; Suri Weisfeld-Spolter^a ; ^{Sw887@nova.edu} ; Fiona Sussan^c ; ^{Fiona.Sussan@phoenix.edu} ; Aaron Arndt^d ; ^{AArndt@odu.edu}
• 关键词：Salesperson ; Adaptive selling ; Retailing ; Multichannel consumer ; Omni-channel ; Purchase intention ; Russia ; U.S. ; Singapore ; U.K. ; Hedonic ; Utilitarian
• 刊名：Journal of Retailing and Consumer Services
• 出版年：2017
• 出版时间：January 2017
• 年：2017
• 卷：34
• 期：Complete
• 页码：271-277
• 全文大小：446 K
• 卷排序：34

文摘

Computer-mediated technologies have resulted in a proliferation of the omni-channel consumer (OCC) who shops for products and services using mobile, online, and traditional retail channels. While OCCs may have greater access to information, they do not necessarily have access to accurate information; hence the salesperson has both a challenge as well as an opportunity to use adaptive selling techniques when selling to the OCC. To better understand under what circumstances the salesperson can best be utilized to bring about the sale with the OCC, this research develops and evaluates a model of adaptive selling behaviors when selling to omni-channel consumers around the globe. Adaptive selling behaviors are conceptualized as having two dimensions, non-interactive and interactive adaptation. The efficacy of these two types of adaptive selling behaviors depends upon product type (utilitarian, hedonic) and OCCs' perceived control over the buying situation. To test the hypotheses, survey data was collected from global OCCs in four different countries and evaluated using path analysis. Results suggest salesperson’s influence depends upon product type and salesperson's adaptive selling behavior.