A Model of Consumer Behavior Analysis Using the Push Pull Mooring Approach in Dual-Channel Apparel Retailer
Erwin Widodo (a*), Olyvia Novawanda (a), Bambang Syairudin (a)
a) Department of Industrial Engineering, Faculty of Industrial Technology, Institut Teknologi Sepuluh Nopember, Surabaya 60111, Indonesia
*erwin[at]ie.its.ac.id
Abstract
Abstract. The concept of dual channel supply chain (DCSC) allows retailers to sell their products broadly. Channel collaboration, offline and online, helps companies to survive amid competition through increasing profits. Nonetheless a review of previous studies in DCSC provided no explicit model addressing consumer behavior in two directions, offline to online as well as online to offline. This study proposes an analog model to evaluate the factors that influence consumer preferences for switching channels from offline to online and from online to offline used the push pull mooring (PPM) approach to identify the variables involved in consumer channel switching-intention. The object is apparel retailer under dual-channel structure. Furthermore data is collected by means of questionnaires. Confirmatory factor analysis is then used to test the validity and reliability of the variables involved. Structural equation modelling (SEM) used to identify variables that have a significant effect on consumer switching intention. The results of this study may be used as reference for researchers and apparel retailer managers to develop strategic plans in operating their business.
Keywords: Dual channel supply chain; Switching intention; Push pull mooring; Structural equation modelling
Topic: Industrial Engineering