Elección de canal de compra y estrategia multicanal: internet vs. tradicional. Aplicación a la compra en una cadena de supermercados

Abstract

We discuss the determinants of consumers channel choice (online vs. offline). We describe a channel choice framework in which consumers seek to minimize their transaction costs when making a purchase. From this framework we find that there are both individual and situational determinants of channel choice. We develop several hypotheses about the effects different transaction costs in the propensity of consumers to use the online channel, and on the probability to use internet at each purchase occasion. We test our hypotheses in empirical application with data on consumer purchases in online and traditional supermarkets and obtain some interesting results. Some important findings are, for example, that the distance from home to the traditional supermarket, the day of the week (week or weekend), the day of the purchase, the weather or the size and composition of the basket purchased influence the channel choice. The research ends with some conclusions and implications for the management of the online channel.