A tale of stores and screens: Unveiling consumer behaviour in omnichannel retailing through the lens of behavioural reasoning

Abstract

This research examines the mechanisms that foster or deter consumers’ adoption of digital storefronts that traditional brick-and-mortar retailers integrate for omnichannel operations in emerging markets, through the lens of Behavioural Reasoning Theory. Using a mixed-methods approach, the study first identifies specific reasons for and against shopping on the digital platforms of brick-and-mortar retailers through qualitative interviews with retail experts. These findings are then tested quantitatively with a survey of 1392 Indian omnichannel consumers, analysed using partial least squares structural equation modelling and importance-performance matrix analysis. The results reveal that perceived product quality and shopping flexibility are the main drivers for adoption, while the attractiveness of alternatives and concerns over delivery timeliness are key deterrents. Additionally, the analysis considers the influence of perceived compatibility and the moderating effect of product type, with electronics and clothing as representative of search and experience goods, respectively. The analysis finds that perceived compatibility exerts a moderate to low effect on consumers’ reasoning and their attitudes, and that deterrents have a stronger negative impact for experience goods in shaping consumers’ attitude towards adopting the digital storefronts of brick-and-mortar retailers. The findings advance Behavioural Reasoning Theory in retail contexts, providing actionable insights for brick-and-mortar retailers to enhance their omnichannel strategies by addressing consumer-specific motivations and barriers.