Consumer derived utilitarian value and channel utilization in a multi-channel retail context

Changes in the retail environment have stimulated retailers to develop strategies aimed at synchronizing multiple, complementary channels to service an increasingly diverse consumer marketplace. Survey data from a nationwide random sample of consumers was used to examine the influence of the utilitarian values of information attainment, price comparison, possession and assortment seeking on channel information search and ultimately purchase frequency across brick and mortar, catalog and Internet retail channels. Significant differences were found in the underlying utilitarian values influencing consumer channel utilization. Further differences were observed across channels in the relationship between channel information search and channel purchase frequency. Implications for academics and practitioners are discussed.