| Abstract [eng] |
In the dissertation is analyzed how the irrationality inherent to retail consumers’ fits in with the behavior of multichannel consumers and their decisions to collect information in one retail channel and buy products in another. Aim of the dissertation research is to reveal the role of consumer irrationality in multichannel behavior in webrooming and showrooming cases. Main concepts that reflect the genesis of multichannel retailing phenomenon and different types of consumer behavior have been defined in the dissertation and agreed upon with the State Commission of the Lithuanian Language. Multichannel consumer behavior driving factors, related to channel characteristics, have been identified and attributed to a type of consumer behavior. The dimensionality of consumer irrationality construct has been substantiated, and the definition of consumer irrationality that combines the essential features of identified dimensions has been proposed. Having combined the theoretical approaches of planned behavior, latent trait state, Bettman’s information processing model of consumer choice, and multichannel consumer behavior, a conceptual framework for the role of consumer irrationality in multichannel behavior has been developed. The design of the empirical study is based on the application of two quantitative data collection methods: a survey and an experiment using neuromarketing techniques. Theoretical significance of the dissertation research is presupposed by the expansion of the boundaries of the application of the theory of planned behavior by integrating the phenomenon of consumer irrationality into the field of the research on multichannel consumer behavior. Practical value of the results is related to the identification of webrooming as the dominant type of multichannel behavior in the sample of Lithuanian consumers in terms of the role of irrationality. The results of an empirical study validate the role of consumer irrationality dimensions – impulsiveness and confusion in multichannel consumer behavior on products with experience attributes, and empirically identified the role of self-indulgency dimension and automaticity on products with search attributes. |
