Guiding When the Consumer Is in Control: The Moderating Effect of Adaptive Selling on the Purchase Intention of the Multichannel Consumer

Author(s)

Yuliya V. Yurova, Nova Southeastern UniversityFollow
Cindy B. Rippe
Suri Weisfeld-Spolter, Nova Southeastern UniversityFollow
Dena Hale
Fiona Sussan

ORCID

Yuliya Yurova0000-0003-4524-3471

Document Type

Article

Publication Title

Journal of Consumer Marketing

ISSN

0736-3761

Publication Date

2016

Abstract/Excerpt

Purpose

The purpose of this paper is to investigate the impact of adaptive selling (AS) when “click and brick” in control multichannel consumers (MCCs) encounter in-store salespeople.

Design/methodology/approach

An online survey was administered to 387 college students from several southeastern colleges in the USA. The study consisted of a single manipulated factor (AS: high vs low) and a second measured factor (degree of MCC search: high vs low). Covariance-based structural equation modeling was selected and analysis was conducted using IBM SPSS AMOS 22.0.0.0.

Findings

The findings indicate that while perceptions of control in the retail store increase as customers engage in more multichannel search behavior, the path from perceived control (PC) to purchase intention (PI) is also positively affected by AS as multichannel search increases.

Practical implications

To increase in-store purchases by consumers using the physical location as an information channel, professional sales training, specifically AS skills, should be considered by retail managers for in-store sales personnel. Our findings suggest that salespeople can use AS skills to increase the likelihood of the MCCs’ in-store PI while not reducing their feelings of PC.

Originality/value

In a time where many marketers struggle with how to combine multichannel retailing efforts effectively, this research confirms that new channels create MCCs who desire control. AS shows promise as a technique for retailers to use when selling to a consumer who values control.

DOI

https://doi.org/10.1108/JCM-09-2015-1546

Volume

33

Issue

6

First Page

469

Last Page

478

NSUWorks Citation

Yurova, Yuliya V.; Rippe, Cindy B.; Weisfeld-Spolter, Suri; Hale, Dena; and Sussan, Fiona, "Guiding When the Consumer Is in Control: The Moderating Effect of Adaptive Selling on the Purchase Intention of the Multichannel Consumer" (2016). HCBE Faculty Articles. 622.
https://nsuworks.nova.edu/hcbe_facarticles/622