HCBE Theses and Dissertations
Campus Access Only
All rights reserved. This publication is intended for use solely by faculty, students, and staff of Nova Southeastern University. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, now known or later developed, including but not limited to photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the author or the publisher.
Date of Award
2013
Document Type
Dissertation - NSU Access Only
Degree Name
Doctor of Business Administration (DBA)
Department
H. Wayne Huizenga School of Business and Entrepreneurship
Advisor
Suri Weisfeld-Spolter
Committee Member
Dena Hale
Committee Member
Charles E. Pettijohn
Abstract
The advent of the Internet, the influx of technology comparison shopping, and the evolvement of channels have increased the knowledge base of the consumer to the point where some scholars claim the multichannel consumer has more knowledge and control than the salesperson. Selling to a customer who has the control is a challenge for retailers and their sales forces. The purpose of this research is to examine the underlying decision process of the multichannel consumer and the impact of the retail salesperson. This present study tests a conceptual model that suggests multichannel consumers' perceptions of information asymmetry lead to perceived control and purchase intention. Based upon the model, the salesperson's new role is to motivate purchase intention by using adaptive selling to affect the consumer's perception of information asymmetry and perceived control. Using a scenario-based methodology tested with a sample of 307 multichannel consumers, the current investigation examined the impact of: (1) information asymmetry on the consumer's perceived control, (2) perceived control on purchase intention, (3) perceived control as a mediator between information asymmetry and purchase intention, (4) adaptive selling behavior on the consumer's perception of information asymmetry, and (5) adaptive selling behavior on the consumer's purchase intention. The findings revealed that if the multichannel consumer perceives an advantaged information asymmetry then perceived control and purchase intention will be impacted. Adaptive selling behavior affects the consumer's perceptions of information asymmetry but not perceived control. These findings can be used to help managers devise techniques to support the salesperson's ability to secure the sale with the multichannel consumer.
NSUWorks Citation
Cindy B. Rippe. 2013. The Impact of the Salesperson on the Multichannel Consumer's Buying Process at the Retail Store: The Role of Information Asymmetry and Perceived Control. Doctoral dissertation. Nova Southeastern University. Retrieved from NSUWorks, H. Wayne Huizenga School of Business and Entrepreneurship. (99)
https://nsuworks.nova.edu/hsbe_etd/99.