From Browsing to Buying and Beyond: The Needs-Adaptive Shopper Journey Model

66 Pages Posted: 3 Jan 2018 Last revised: 11 Apr 2018

See all articles by Leonard Lee

Leonard Lee

National University of Singapore (NUS)

Jeffrey Inman

University of Pittsburgh - Katz Graduate School of Business

Jennifer Argo

University of Alberta - Department of Marketing, Business Economics & Law

Tim M. Boettger

IÉSEG School of Management

Utpal M. Dholakia

Rice University - Jesse H. Jones Graduate School of Business

Timothy Gilbride

University of Notre Dame

Koert van Ittersum

University of Groningen

Barbara E. Kahn

University of Pennsylvania - Marketing Department; University of Miami

Ajay Kalra

Carnegie Mellon University

Donald R. Lehmann

Columbia Business School - Marketing

Leigh McAlister

University of Texas at Austin - Department of Marketing

Claire I. Tsai

University of Toronto - Joseph L. Rotman School of Management

Venkatesh Shankar

Texas A&M University - Mays Business School

Date Written: December 28, 2017

Abstract

We propose a theory-based model of the shopper journey, incorporating the rich literature in consumer research and marketing research. We also take into account the evolving retailing landscape, characterized by significant knowledge, lifestyle, technological, and structural changes. With consumer well-being at its core and shopper needs and motivations as the focus, our adaptive shopper journey model contrasts with other existing shopping journey models. After developing our model, we use it to identify 12 shopper journey archetypes representing the paths that consumers commonly follow – archetypes that illustrate the workings and potential applications of the needs-adaptive shopper journey model. We discuss the nature of these archetypes, their relationships with one another, and the psychological states that consumers may experience in these different shopper journeys. We also present exploratory empirical studies assessing the stages of the archetypes and mapping the archetypes onto dimensions of shopping motivations (e.g., buying versus browsing, goal-oriented versus non-goal oriented). Finally, drawing on our proposed needs-adaptive shopper journey model and shopper journey archetypes, we lay out a research agenda to help increase the understanding of shopper behavior in the evolving retailing landscape.

Keywords: Shopper Journey, Retailing

JEL Classification: M31, M00

Suggested Citation

Lee, Leonard and Inman, Jeffrey and Argo, Jennifer and Boettger, Tim M. and Dholakia, Utpal M. and Gilbride, Timothy and van Ittersum, Koert and Kahn, Barbara E. and Kalra, Ajay and Lehmann, Donald R. and McAlister, Leigh and Tsai, Claire I. and Shankar, Venkatesh, From Browsing to Buying and Beyond: The Needs-Adaptive Shopper Journey Model (December 28, 2017). Rotman School of Management Working Paper No. 3093999; University of Alberta School of Business Research Paper No. 2017-712; Mays Business School Research Paper No. 3093999. Available at SSRN: https://ssrn.com/abstract=3093999 or http://dx.doi.org/10.2139/ssrn.3093999

Leonard Lee

National University of Singapore (NUS) ( email )

Bukit Timah Road 469 G
Singapore, 117591
Singapore

Jeffrey Inman (Contact Author)

University of Pittsburgh - Katz Graduate School of Business ( email )

Pittsburgh, PA 15260
United States

Jennifer Argo

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada

Tim M. Boettger

IÉSEG School of Management ( email )

Socle de la Grande Arche
1 Parvis de la Defense
Puteaux, Paris 92800
France
+33 (0)320 545 892 (Phone)

HOME PAGE: http://www.ieseg.fr

Utpal M. Dholakia

Rice University - Jesse H. Jones Graduate School of Business ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States

Timothy Gilbride

University of Notre Dame ( email )

361 Mendoza College of Business
Notre Dame, IN 46556-5646
United States

Koert Van Ittersum

University of Groningen ( email )

Postbus 72
9700 AB Groningen
Netherlands

Barbara E. Kahn

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

University of Miami ( email )

United States

Ajay Kalra

Carnegie Mellon University ( email )

Pittsburgh, PA 15213-3890
United States

Donald R. Lehmann

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

Leigh McAlister

University of Texas at Austin - Department of Marketing ( email )

Austin, TX
United States

Claire I. Tsai

University of Toronto - Joseph L. Rotman School of Management ( email )

105 St. George Street
Toronto, Ontario M5S 3E6 M5S1S4
Canada
416 946 3128 (Phone)
416 978 5433 (Fax)

HOME PAGE: http://www.rotman.utoronto.ca/facbios/viewFac.asp?facultyID=Claire.Tsai

Venkatesh Shankar

Texas A&M University - Mays Business School ( email )

Wehner 401Q, MS 4353
College Station, TX 77843-4218
United States
979-845-3246 (Phone)

HOME PAGE: http://www.venkyshankar.com

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