In the past, consumers used to go to brick-and-mortar stores to
gather information and often concluded their shopping there, with the
physical store probably being one of their few sources of product
information. Nowadays, with the arrival of digital devices, the number of
sources of information has grown. Consumers tend to combine these with
brick-and-mortar establishments both to search and buy, leading to the
emergence of omnichannel behavior. In this context, there is a lack of
research which considers online and mobile devices separately. The aim of
the present study is to analyze how two individual traits -impulsiveness
and need for touch- influence the use of each device in the omnichannel
decision-making process. Results from a sample of 284 real digital
(online and/or mobile) shoppers of clothes confirm that personal traits
influence omnichannel consumer behavior. Results show that impulsive
shoppers make greater use of mobile devices whereas individuals with high
need for touch are more predisposed to use online devices in their
omnichannel process. Besides, the effect of individual demographics is
taken into account. Finally, we discuss the paper's contributions and
outline the actions which managers can engage in so as to succeed in
omnichannel retail.
