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The multi-generation : Generational differences in channel activity: Generational differences in channel activity
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| Zeitschriftentitel: | International Journal of Retail & Distribution Management |
|---|---|
| Personen und Körperschaften: | , |
| In: | International Journal of Retail & Distribution Management, 48, 2020, 4, S. 395-416 |
| Format: | E-Article |
| Sprache: | Englisch |
| veröffentlicht: |
Emerald
|
| Schlagwörter: |
| author_facet |
Dorie, Amy Loranger, David Dorie, Amy Loranger, David |
|---|---|
| author |
Dorie, Amy Loranger, David |
| spellingShingle |
Dorie, Amy Loranger, David International Journal of Retail & Distribution Management The multi-generation : Generational differences in channel activity Business and International Management Marketing |
| author_sort |
dorie, amy |
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Dorie, Amy Loranger, David 0959-0552 Emerald Business and International Management Marketing http://dx.doi.org/10.1108/ijrdm-06-2019-0196 <jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>The aim of this research is to advance the understanding of multi-channel behaviour in terms of different generational cohorts' usage and spending patterns.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>Building on previous studies on multi-channel behaviour, differences in shopping channel usage and purchase amounts were investigated between baby boomers, Gen X, xennials and millennials.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>There were significant differences found between the generations in terms of multi-channel behaviour regarding purchasing frequency and average purchase amounts via a) mobile phone, b) tablet, c) computer, d) social media and e) brick-and-mortar. Fewer differences were found amongst the generational cohorts in terms of amount spent per channel.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Research limitations/implications</jats:title><jats:p>The research was successful in analysing variances in multi-channel behaviour amongst the baby boomer, Generation X, xennial and millennial cohorts, while updating the body of literature to consider generational channel usage of mobile and social media in multi-channel retailing.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Practical implications</jats:title><jats:p>Marketers should consider xennials’ channel behaviour and focus on converting sales through integrated programmes based on their channel usage. Retailers should also consider millennials' heavy engagement with social media in their lives but spend lower amounts via the medium, which may be an opportunity to use this medium as a viable stand-alone channel in targeting millennials' shopping dollars.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>This study updates the body of research on multi-channel behaviour by considering generation as a factor in channel usage and spend amount.</jats:p></jats:sec> Generational differences in channel activity The multi-generation : Generational differences in channel activity International Journal of Retail & Distribution Management |
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Generational differences in channel activity |
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The multi-generation : Generational differences in channel activity |
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The multi-generation : Generational differences in channel activity |
| title_full |
The multi-generation : Generational differences in channel activity |
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The multi-generation : Generational differences in channel activity |
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The multi-generation : Generational differences in channel activity |
| title_short |
The multi-generation : Generational differences in channel activity |
| title_sort |
the multi-generation : generational differences in channel activity |
| topic |
Business and International Management Marketing |
| url |
http://dx.doi.org/10.1108/ijrdm-06-2019-0196 |
| publishDate |
2020 |
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395-416 |
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<jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>The aim of this research is to advance the understanding of multi-channel behaviour in terms of different generational cohorts' usage and spending patterns.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>Building on previous studies on multi-channel behaviour, differences in shopping channel usage and purchase amounts were investigated between baby boomers, Gen X, xennials and millennials.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>There were significant differences found between the generations in terms of multi-channel behaviour regarding purchasing frequency and average purchase amounts via a) mobile phone, b) tablet, c) computer, d) social media and e) brick-and-mortar. Fewer differences were found amongst the generational cohorts in terms of amount spent per channel.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Research limitations/implications</jats:title><jats:p>The research was successful in analysing variances in multi-channel behaviour amongst the baby boomer, Generation X, xennial and millennial cohorts, while updating the body of literature to consider generational channel usage of mobile and social media in multi-channel retailing.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Practical implications</jats:title><jats:p>Marketers should consider xennials’ channel behaviour and focus on converting sales through integrated programmes based on their channel usage. Retailers should also consider millennials' heavy engagement with social media in their lives but spend lower amounts via the medium, which may be an opportunity to use this medium as a viable stand-alone channel in targeting millennials' shopping dollars.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>This study updates the body of research on multi-channel behaviour by considering generation as a factor in channel usage and spend amount.</jats:p></jats:sec> |
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| description | <jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>The aim of this research is to advance the understanding of multi-channel behaviour in terms of different generational cohorts' usage and spending patterns.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>Building on previous studies on multi-channel behaviour, differences in shopping channel usage and purchase amounts were investigated between baby boomers, Gen X, xennials and millennials.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>There were significant differences found between the generations in terms of multi-channel behaviour regarding purchasing frequency and average purchase amounts via a) mobile phone, b) tablet, c) computer, d) social media and e) brick-and-mortar. Fewer differences were found amongst the generational cohorts in terms of amount spent per channel.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Research limitations/implications</jats:title><jats:p>The research was successful in analysing variances in multi-channel behaviour amongst the baby boomer, Generation X, xennial and millennial cohorts, while updating the body of literature to consider generational channel usage of mobile and social media in multi-channel retailing.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Practical implications</jats:title><jats:p>Marketers should consider xennials’ channel behaviour and focus on converting sales through integrated programmes based on their channel usage. Retailers should also consider millennials' heavy engagement with social media in their lives but spend lower amounts via the medium, which may be an opportunity to use this medium as a viable stand-alone channel in targeting millennials' shopping dollars.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>This study updates the body of research on multi-channel behaviour by considering generation as a factor in channel usage and spend amount.</jats:p></jats:sec> |
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| spelling | Dorie, Amy Loranger, David 0959-0552 Emerald Business and International Management Marketing http://dx.doi.org/10.1108/ijrdm-06-2019-0196 <jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>The aim of this research is to advance the understanding of multi-channel behaviour in terms of different generational cohorts' usage and spending patterns.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>Building on previous studies on multi-channel behaviour, differences in shopping channel usage and purchase amounts were investigated between baby boomers, Gen X, xennials and millennials.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>There were significant differences found between the generations in terms of multi-channel behaviour regarding purchasing frequency and average purchase amounts via a) mobile phone, b) tablet, c) computer, d) social media and e) brick-and-mortar. Fewer differences were found amongst the generational cohorts in terms of amount spent per channel.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Research limitations/implications</jats:title><jats:p>The research was successful in analysing variances in multi-channel behaviour amongst the baby boomer, Generation X, xennial and millennial cohorts, while updating the body of literature to consider generational channel usage of mobile and social media in multi-channel retailing.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Practical implications</jats:title><jats:p>Marketers should consider xennials’ channel behaviour and focus on converting sales through integrated programmes based on their channel usage. Retailers should also consider millennials' heavy engagement with social media in their lives but spend lower amounts via the medium, which may be an opportunity to use this medium as a viable stand-alone channel in targeting millennials' shopping dollars.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>This study updates the body of research on multi-channel behaviour by considering generation as a factor in channel usage and spend amount.</jats:p></jats:sec> Generational differences in channel activity The multi-generation : Generational differences in channel activity International Journal of Retail & Distribution Management |
| spellingShingle | Dorie, Amy, Loranger, David, International Journal of Retail & Distribution Management, The multi-generation : Generational differences in channel activity, Business and International Management, Marketing |
| title | The multi-generation : Generational differences in channel activity |
| title_full | The multi-generation : Generational differences in channel activity |
| title_fullStr | The multi-generation : Generational differences in channel activity |
| title_full_unstemmed | The multi-generation : Generational differences in channel activity |
| title_short | The multi-generation : Generational differences in channel activity |
| title_sort | the multi-generation : generational differences in channel activity |
| title_sub | Generational differences in channel activity |
| title_unstemmed | The multi-generation : Generational differences in channel activity |
| topic | Business and International Management, Marketing |
| url | http://dx.doi.org/10.1108/ijrdm-06-2019-0196 |