Cross Channel Consumer Behavior and its Benefits: Scale Validation to Assess Purchasing Process Performance

Porto, Rafael Barreiros; Okada, Sionara Ioco

doi:10.7819/rbgn.v20i3.3415

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Article • Rev. bras. gest. neg. 20 (03) • Jul-Sep 2018 • https://doi.org/10.7819/rbgn.v20i3.3415 copy

Cross Channel Consumer Behavior and its Benefits: Scale Validation to Assess Purchasing Process Performance

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

Purpose:

This paper developed and validated a scale of cross-channel behavior and its benefits capable of ascertaining the performance of the consumer buying process.

Design/methodology/approach:

The sample of 451 consumers filled out questionnaires for statistical validation purposes. Three first order reflective CCB constructs and four CCB benefits were tested with second and third order formative models

Findings:

The validation indicated that all constructs have convergent and discriminant validity. CCB is formed by simultaneous information searches, product/price comparisons, and interactions with the retailers/manufacturers, and the benefits are symbolic/utilitarian and positive/negative. The coefficient between CCB and its benefits is considerable, with the avoidance of purchasing process problems being an expected result.

Originality/value:

The article highlights the conceptual construction of the cross channels consumer behavior construct as generating improvements in buying process performance. Marketing researchers can test the frequency of this new behavior in consumer relations.

Keywords:
Cross channel; Psychometric scale; Statistical validation; Consumer behavior; Consumer performance

Wording of the CCB: Mark the frequency of your behavior concerning the process of purchasing a product X using the online and offline channels.
Latent Constructs	Items	Mean	Standard Deviation
CCB: product/price Comparison	CCB1 - I use my smartphone, tablet, or laptop to compare product prices before buying in the physical store.	3.93	1.03
	CCB2 - When I am in a physical store to buy a product, I use my smartphone or tablet in order to compare prices of the same product in other stores.	3.08	1.28
	CCB3 - I use cell phone and/or tablet applications to compare where the closest physical store is to purchase products.	3.50	1.15
CCB: simultaneous information Search	CCB4 - At the same time as I am buying in the physical store, I am online (with my cell phone or tablet) searching for the same product on the internet.	3.17	1.23
	CCB5 - I see a promotional offer in a physical store and at the same time I search for promotions on the internet (via cell phone/tablet).	3.63	0.97
	CCB6 - While I am in the physical store, I use applications for cell phones and/or tablets to obtain additional information about the products.	3.20	1.19
CCB: Interaction with the retailer/manufacturer	CCB7 - Before making the purchase in the physical store, I search the internet for information about the reputation of the manufacturer/vendor.	3.72	1.17
	CCB8 - I use the internet to make suggestions and/or complaints (customer services) about a purchase made in the physical store.	3.40	1.19
	CCB9 - After paying for a product in the physical store, I monitor and track my order on the internet using mobile devices (cell phone, tablet, laptop).	3.79	1.22
Wording of the benefits: If I use the internet (online channel) and the physical store (offline channel) alternately in a purchasing process, I will probably be able to:
PUB (Positive utilitarian benefit)	PUB1 - Verify the availability of products/services that I wish to acquire.	3.79	1.22	4.42	0.73
	PUB2 - Acquire better quality products/services.	4.24	0.78
	PUB3 - Obtain a greater variety of choice of products/services.	4.37	0.69
NUB (Negative utilitarian benefit)	NUB1 - Find the safest way to pay (in cash, in installments, bank payment slip, credit card, among others).	4.29	0.87
	NUB 2 - Save my time and resources (avoiding queues, avoiding waiting in traffic, among others).	4.36	0.78
	NUB 3 - Avoid delays in the delivery of the products or delays in the provision of the services.	4.03	0.93
PSB (Positive symbolic benefit)	PSB1 - Obtain respect and prestige from people who are important to me regarding my purchase choices.	2.48	1.24
	PSB2 - Show to others how I am competent when carrying out my purchases.	2.20	1.20
	PSB3 - Incentivize other people to use online and offline channels simultaneously in their purchasing processes.	2.74	1.22
NSB (Negative symbolic benefit)	NSB1 - Avoid mistaken recommendations from friends or family about the use of online and offline purchasing channels.	3.10	1.26
	NSB2 - Avoid criticisms from people around me about the purchasing channels I use.	2.54	1.19
	NSB3 - Avoid criticisms about the way I make my purchases.	2.56	1.28

Convergent Validity	Comp.	Search	Inter.	PSB	NSB	PUB	NUB
CCB1	0.65
CCB2	0.76
CCB3	0.71
CCB4		0.86
CCB5		0.84
CCB6		0.76
CCB7			0.77
CCB8			0.80
CCB9			0.61
PSB1				0.87
PSB2				0.83
PSB3				0.82
NSB1					0.75
NSB2					0.93
NSB3					0.92
PUB1						0.79
PUB2						0.74
PUB3						0.82
NUB1							0.76
NUB2							0.81
NUB3							0.80
AVE	0.51	0.67	0.54	0.71	0.76	0.62	0.63
CC	0.75	0.86	0.78	0.88	0.91	0.83	0.84
Discriminant Validity*	Comp.	Search	Inter.	PSB	NSB	PUB	NUB
Comparison	0.51	0.25	0.16
Search		0.67	0.13
Interaction			0.54
PSB				0.71	0.19	0.03
NSB					0.76	0.06	0.05
PUB						0.62	0.27
NUB							0.63

Independent Variable	Dependent Variable
Independent Variable	Benefits (3^rd order)	Symbolic Benefit (2^nd order)	Utilitarian Benefit (2^nd order)	Positive Symbolic Benefit (1^st order)	Negative Symbolic Benefit (1^st order)	Positive Utilitarian Benefit (1^st order)	Negative Utilitarian Benefit (1^st order)
CCB	0.42**	0.29**	0.29**	0.21**	0.28**	0.19**	0.31**
Interaction	0.15**	0.11*	0.11*	0.07*	0.10*	0.07*	0.11*
Search	0.16**	0.12*	0.12*	0.09*	0.12*	0.08*	0.13*
Comparison	0.18**	0.14**	0.14**	0.10*	0.14**	0.09*	0.15**

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[1] Responsible editor: Prof. Dr. Guilherme Shiraishi