Why do customers choose online or offline channels? A framework of motives and its application in an international context

Abstract

This study provides a comprehensive and theory-based framework of motives for choosing online or offline channels and analyzes the importance of such motives in different contexts. Based on in-depth interviews conducted in Germany and Poland, we identify 23 motives for channel use. A subsequent survey study with 4000 respondents from both countries reveals that most important motives relate to the search outcome, purchase outcome and utilitarian aspects of the shopping process, while hedonic motives, habits and ethical issues come second. Results further show that Polish respondents are more demanding and rate most motives as more important than German customers, except motives related to maintaining habits and supporting physical stores. We explain these results by different economic conditions and retail structures in Western and Eastern Europe. The results contribute towards understanding consumers’ retailer and channel choice and help retailers to focus on particular motives depending on market and product context.