Christophe Bezes

Effect of channel congruence on a retailer's image

The purpose of this paper is to assess whether the image of a retailer - beyond the distinct contributions of the website and the stores - is improved by the perceived congruence of its channels, and for what types of customers. An online survey was conducted on 1,478 customers taken from the behavioural databases of a major French multichannel retailer. Structural modelling and one-way ANOVA were used to test the working hypotheses. Congruent channels improve retailer image even when these channels have a less good image. However, channel congruence cannot be elevated to a universal guiding principle as it only affects multichannel and online buyers, with no detrimental impact on retailer image. The study is mainly limited by the type of retailer studied, and the choice of an online questionnaire, limiting the representativeness of the offline purchasers. In order to improve its image, a multichannel retailer must seek maximum congruence of its website and stores. Congruent channels lead to benefits for the retailer even when they are poorly valued by consumers. Despite a broad theoretical consensus, this is the first study to demonstrate empirically that website and store congruence improves retailer image, and not only online purchase intentions. It is also one of the first published researches that uses congruence as a mediating variable.

Comparing online and in-store risks in multichannel shopping

Purpose – The purpose of this paper is to compare empirically the nature, level and influence of perceived risks involved in a retailer’s website and stores, as multichannel shoppers will do when deciding which distribution channel to buy in. Design/methodology/approach – The research design uses an online survey of 1,015 multichannel customers that was drawn from the behavioural databases of a French multichannel retailer. Findings – Overall risk as well as risks associated with logistics, psychological and performance are higher and more dissuasive for an online purchase; however, financial, time and transaction risks tend predominantly or exclusively to discourage in-store purchasing. Customers’ familiarity with the channel seems to make them more vigilant. Research limitations/implications – The concept of risk, and especially financial risk, is variable among researchers, making it more difficult to undertake comparative studies on e-commerce than on stores or products. Practical implications – Retai...

Similarity in marketing: Scope, measurement, and fields of application

The concept of similarity is central to marketing research. Its fields of application are very varied. Yet this concept, which is more complex than it seems, is still poorly understood. It must be distinguished from other closely related concepts such as similitude, difference, fit, and congruence. This article shows that the type of similarity used (literal or relational) has different effects on consumers’ cognitive processes. This can dramatically alter the results of an experiment. The same applies to the type of measurement used.

La similarité en marketing : périmètre, mesure et champs d’application

Le concept de similarité est central dans la recherche en marketing. Ses domaines d’applications sont très variés. Pourtant, ce concept plus complexe qu’il ne paraît, reste encore méconnu. Il doit être distingué d’autres concepts très proches comme la similitude, la différence, le fit et la congruence. Cet article montre que le type de similarité utilisé (littérale ou relationnelle) a des conséquences différentes sur les processus cognitifs des consommateurs. Ceci peut modifier radicalement les résultats d’une expérimentation. Il en va de même du type de mesure utilisée.

Types de risques perçus et réducteurs de risques dans le commerce électronique : le cas du site Fnac.com

This research approaches brakes relative to online shopping, not by trust widely used in the literature, but by perceived risk. Carried out on 1167 loyalty card holders of the Fnac, it identifies first, the main types of perceived risks that penalize online purchases, and second, the website characteristics that should improve the retailer to reduce these risks. It concluded that it is possible to focus on a few risk relievers. However, this strategy will have more effect on multichannel buyers than on customers using the site only for information.