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Le rôle de la congruence perçue dans un contexte de distribution "multicanal" en Chine : trois études sur les influences "cross-canal" des prix et des assortiments

Abstract : Along with the globally rapid development of e-commerce, multichannel retail including both brick-and-mortar and online stores is in 2016 the standard for the sellers. However, such justified strategy not always guarantee retailers’ success in commercial campaigns. Most of the time the difficulties arised from the lack of efficient coordination between the online store and its offline counterpart based upon their respective attributes. On the basis of the percieved congruence concept, this dissertation investigates subjects’ evaluation on store attributes between the different channels of the Chinese multichannel retail market. Through the Depth Interview (Study 1), it was found that Chinese multichannel consumers prefer the multichannel shopping behavior. They like the between-channel congruence but also expect to enjoy the incongruent situation which indicates their propensity to compare the between-channel prices and assortment. The two quantitative studies identified the perceived congruence as a determinant to the subjects’ evaluation towards the retailer. More precisely, the more congruence subjects perceive from the cross-channel price policy, the more price fairness subjects judge, turns in more favorable attitude toward the retailer (Study 2). In contrast, when the subjects perceive more schema incongruity, from the cross-channel assortment, they evaluate more variety (Study 3). But this consequence only occurs when the cognitive process is not constrained. In addition, both price fairness perception and variety perception are identified to mediate the effect of congruence perception on subjects’ attitude toward retailers. Besides, subjects’ experimental involvement, does not statistically support the moderation effect interacting with congruence perception on subjects’ evaluation regarding channel store attributes, but the marginal effect in visualization indicates that researchers must, in future study, keep investigating the relevant influences between involvement and congruence perception.
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Submitted on : Friday, February 17, 2017 - 10:06:13 AM
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Lingyi Wu. Le rôle de la congruence perçue dans un contexte de distribution "multicanal" en Chine : trois études sur les influences "cross-canal" des prix et des assortiments. Gestion et management. Université Grenoble Alpes, 2016. Français. ⟨NNT : 2016GREAG008⟩. ⟨tel-01470116⟩

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