The Importance of Limited Self-Determination When M-Channel Migration Strategy Is Implemented

Ilona Bondos


Theoretical background: Multichannel retailers can implement various migration strategies to induce consumers to use particular marketing channel. Some researchers indicated voluntary and forced customer E-channel migration strategies. Due to the negative consequences of a coercive strategy, a voluntary migration strategy is much more popular. Voluntary migration strategy provides multichannel shoppers a total freedom of their choice whereas the incentive-based migration strategy uses some stimulus in order to convince buyers to use specific marketing channel. Encouraging the buyer to behave in a particular way may cause him/her a negative self-determination perception. Limited self-determination means consumer conviction that a certain action was taken as a result of marketing initiatives, prompted by the seller, and is not the result of their free and independent decision. A self-determined customer is convinced of entering into a relationship with the provider on their own initiative. In the context of channel-based price differentiation, it is about the consumer's belief that a specific purchase channel has been selected as a result of a solicitation by the seller. According to researchers, limited self-determination can have potentially negative impact on the intention to buy.

Purpose of the article: The presented research model refers to the customer intention to buy online (intention to stay there) in the multichannel context. Therefore, the aim of this paper is to contribute to existing literature on multichannel pricing and advance our understanding of factors influencing the customer intention to make a purchase in offline channel (to stay in a brick-and-mortar store) under the price pressure in mobile app. This study aims to investigate factors affecting the intention to purchase offline when m-channel migration strategy based on price incentives is implemented by the retailer. Special attention is devoted to the issue of limited self-determination in a channel-based price differentiation context.

Research methods: The data comes from a questionnaire survey carried out in 2021. This study is a quantitative study employing a scenario-based approach. The total sample size is 500, cosmetics was the product category which the questionnaire was prepared for. For the purpose of the research, a SEM (Structural Equation Modelling) analysis using AMOS 26 was conducted.

Main findings: This research extends the understanding of consumer limited self-determination and subjective knowledge and mobile app familiarity and its influence on the intention to buy offline when price incentives are provided in a mobile purchase app. Article adds to the existing literature on customer migration in a multichannel environment.


limited self-determination; channel migration; multichanneling; multichannel pricing; mobile app

Full Text:



Aslam, W., Hussain, A., Farhat, K., & Arif, I. (2019). Underlying Factors Influencing Consumers’ Trust and Loyalty in E-commerce. Business Perspectives and Research, 8(2), 1-19. doi:10.1177/2278533719887451

Bansal, H.S., Taylor, S.F., & James, Y.S. (2005). ‘Migrating’ to new service providers: toward a unifying framework of consumers' switching behaviors. Journal of the Academy of Marketing Science, 33(1) 96-115.

Baker, W., Benmark, G., Chopra, M., & Kohli, S. (2018). Master the challenges of multichannel pricing. MIT Sloan Management Review, 60(1).

Barken, R., Denton, M., Sayin, F.K., Brookman, C., Davies, S., & Zeytinoglu, I. U. (2018). The influence of autonomy on personal support workers’ job satisfaction, capacity to care, and intention to stay. Home Health Care Services Quarterly, 37(4), 294-312.

Bertrandie, L., & Zielke, S. (2019). The influence of multi-channel pricing strategy on price fairness and customer confusion. The International Review of Retail. Distribution and Consumer Research, 29(5), 504-517. doi:10.1080/09593969.2019.1664611

Buratti, S., & Allwood, C. M. (2019). The effect of knowledge and ignorance assessments on perceived risk. Journal of Risk Research, 22(6), 735-748.

Busse, M. R., Israeli, A., & Zettelmeyer, F. (2017). Repairing the Damage: The Effect of Price Knowledge and Gender on Auto Repair Price Quotes. Journal of Marketing Research, 54(1). doi:10.1509/jmr.13.0291

Cao, L., Hirschi, A. & Deller J. (2014). Perceived organizational support and intention to stay in host countries among self-initiated expatriates: the role of career satisfaction and networks. The International Journal of Human Resource Management, 25(14).

Chopdar, P. Kr., & Sivakumar, V. J. (2019). Understanding continuance usage of mobile shopping applications in India: the role of espoused cultural values and perceived risk. Behaviour & Information Technology, 38(1), 42-64.

Copeland, L., & Bhaduri, G. (2020). Consumer relationship with pro-environmental apparel brands: effect of knowledge, skepticism and brand familiarity. Journal of Product & Brand Management, 29(1), 1-14. doi:10.1108/JPBM-03-2018-1794

Dholakia, U. M. (2006). How customer self-determination influences relational marketing outcomes: evidence from longitudinal field studies. Journal of Marketing Research, 43(1). doi:10.1509/jmkr.43.1.109

Donoghue, S., Van Oordt, C., & Strydom, N. (2016). Consumers’ Subjective and objective consumerism knowledge and subsequent complaint behaviour concerning consumer electronics: A South African perspective. International Journal of Consumer Studies, 40, 1-35. doi:10.1111/ijcs.12259

Du, H. S., Dua, S., Xu, J., Tang, H., & Jiang, R. (2020). Repurchase Intention in Online Knowledge Service: The Brand Awareness Perspective. Journal of Computer Information Systems, 174-185. doi:10.1080/08874417.2020.1759159

Eketu, C.A., & Ogbu, E. F. (2012). Social intelligence and employee intention to stay. International Journal of Novel Research in Marketing Management and Economics, 2(1), 27-34. doi:10.2139/ssrn.3480576

Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation. Business & Management, 7. doi:10.1080/23311975.2020.1787733

Fernandes, N., & Barfknecht, C. (2020). Keep customers coming back: Enhancing value and satisfaction in a mobile shopping application context. Cogent Business & Management, 7.

Fornell C., & Larcker D. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 35-90. doi:10.2307/3151312

Gu, J., Xu, Y.(C.), Xu, H., Zhang, Ch., & Ling, H. (2017). Privacy concerns for mobile app download: An elaboration likelihood model perspective. Decision Support Systems, 94, 19-28. doi:10.1016/j.dss.2016.10.002

Hair, J. F. J., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice Hall.

Homburg, Ch., Lauer, K., & Vomberg, A. (2019). The multichannel pricing dilemma: Do consumers accept higher offline than online prices? International Journal of Research in Marketing, 36(4), 597-612. doi:10.1016/j.ijresmar.2019.01.006

Hou, Ch., & Wonglorsaichon, P. (2016). The relationship among brand awareness, brand Image, perceived quality, brand trust, brand loyalty and brand equity of customer in China's antivirus software industry UTCC. International Journal of Business & Economics, 8(1).

Hsu, T.-H., & Tang, J.-W. (2019). Development of hierarchical structure and analytical model of key factors for mobile app stickiness. Journal of Innovation & Knowledge, 5(1), 68-79. doi:10.1016/j.jik.2019.01.006

Huang, R., & Sarigollu, E. (2012). How Brand Awareness Relates to Market Outcome, Brand Equity and the Marketing Mix. Journal of Business Research, 65(1), 92-99. doi:10.1016/j.jbusres.2011.02.003

Geurts, N. & Lubbers, M. (2017). Dynamics in intention to stay and changes in language proficiency of recent migrants in the Netherlands, Journal of Ethnic and Migration Studies, 43(7), 1045-1060. doi:10.1080/1369183X.2016.1245608

Johari, J., Yean, T. F., Adnan, Z., Khulida, J., Yahya, D., & Nassruddin, M. (2012). Promoting Employee Intention to Stay: Do Human Resource Management Practices Matter?. International Journal of Economics and Management, 6(2), 396-416.

Kauffman, R.J., Lee, D., Lee, J. & Yoo, B (2009). A Hybrid Firm's Pricing Strategy in Electronic Commerce Under Channel Migration. International Journal of Electronic Commerce, 14(1), 11-54. doi:10.2753/JEC1086-4415140101

Kim, J.-H., & Jang, SCh. (2014). A scenario-based experiment and a field study: A comparative examination for service failure and recovery. International Journal of Hospitality Management, 41, 125-132. doi:10.1016/j.ijhm.2014.05.004

Klaus, P., & Nguyen, B. (2013). Exploring the role of the online customer experience in firms' multi-channel strategy: an empirical analysis of the retail banking services sector. Journal of Strategic Marketing, 21(5). doi:10.1080/0965254X.2013.801610

Kollmann, T., Kuckertz, A., & Kayser, I. (2012). Cannibalization or synergy? Consumers’ channel selection in online–offline multichannel systems. Journal of Retailing and Consumer Services, 19(2), 186-194. doi:10.1016/j.jretconser.2011.11.008

Konus, U., Neslin, S.S., & Verhoef, P. C. (2014). The effect of search channel elimination on purchase incidence, order size and channel choice. International Journal of Research in Marketing, 31. doi:10.1016/j.ijresmar.2013.07.008

Kumar, D.S., Purani, K., Viswanathan, S.A. (2018). Influences of ‘appscape’ on mobile app adoption and m-loyalty. Journal of Retailing and Consumer Services, 45, 132-145. doi:10.1016/j.jretconser.2018.08.012

Latif, W. B., Islam, M. A., & Mdnoor, I. (2014). Building Brand Awareness in the Modern Marketing Environment: A Conceptual Model. International Journal of Business and Technopreneurship, 4(1), 69-82.

Li, J., Konuş, U., Langerak, F., & Weggeman, M. C. D. P. (2017). Customer Channel Migration and Firm Choice: The Effects of Cross-Channel Competition. International Journal of Electronic Commerce, 21(1), 8-42. doi:10.1080/10864415.2016.1204186

Li, X., Zhao, X., Xu, W.(A.), & Pu, W. (2020). Measuring ease of use of mobile applications in e-commerce retailing from the perspective of consumer online shopping behaviour patterns. Journal of Retailing and Consumer Services, 55. doi:10.1016/j.jretconser.2020.102093

Loureiro, S. M. C. (2013). The effect of perceived benefits, trust, quality, brand awareness/ associations and brand loyalty on internet banking brand equity. International Journal of Electronic Commerce Studies, 4(2), 139-158. doi:10.7903/ijecs.1000

Luo, X., Zhang, Y., Zeng, F., & Qu, Z. (2020). Complementarity and cannibalization of offline-to online targeting: a field experiment on omnichannel commerce. MIS Quarterly, 44(2), 957-982.

Maity, M., Hsu, M. K., & Pelton, L. E. (2012). Consumers' Online Information Search: Gen Yers' Finding Needles in the Internet Haystack. Journal of Marketing Channels, 19(1), 49-76. doi:10.1080/1046669X.2012.635370

Magrath, V., & McCormick, H. (2013). Marketing design elements of mobile fashion retail apps. Journal of Fashion Marketing and Management, 17(1). doi:10.1108/13612021311305173

Mägi, A.W., & Julander, C.-R. (2005). Consumers’ store-level price knowledge: Why are some consumers more knowledgeable than others? Journal of Retailing, 81(4), 319-324. doi:10.1016/j.jretai.2005.02.001

Melis, K., Campo, K., Breugelmans, E., & Lamey, L. (2015). The Impact of the Multi-channel Retail Mix on Online Store Choice: Does Online Experience Matter?. Journal of Retailing, 91(2), 272-288. doi:10.1016/j.jretai.2014.12.004

Moon, B. (1995). Paradigms in migration research: exploring’ moorings’ as a schema. Progress in Human Geography, 19(4), 504-524. doi:10.1177/030913259501900404

Mourad, M., Ennew, C., & Kortam, W. (2011). Brand equity in higher education. Marketing Intelligence & Planning, 29(4), 403–420. doi:10.1108/02634501111138563

Nepomuceno, M.V., Laroche, M., & Richard, M.O. (2014). How to reduce perceived risk when buying online: The interactions between intangibility, product knowledge, brand familiarity, privacy and security concerns. Journal of Retailing and Consumer Services, 21(4), 619-629. doi:10.1016/j.jretconser.2013.11.006

Neslin, S.A., & Shankar, V. (2009). Key issues in multichannel customer management: Current knowledge and future directions. Journal of Interactive Marketing, 23(1), 70-81. doi:10.1016/j.intmar.2008.10.005

Omar, S., Mohsen, K., Tsimonis, G., Oozeerally, A., & Hsu, J.-H. (2021). M-commerce: The nexus between mobile shopping service quality and loyalty. Journal of Retailing and Consumer Services, 60. doi:10.1016/j.jretconser.2021.102468

Rizkalla, N., & Erhan, T.P. (2020). Sustainable consumption behaviour in the context of Millennials in Indonesia – can environmental concern, self-efficacy, guilt and subjective knowledge make a difference? Management: Journal of Sustainable Business and Management Solutions in Emerging Economies, 25(3).

Samoggia, A. (2016). Healthy Food: Determinants of Price Knowledge of Functional Dairy Products. Journal of Food Products Marketing, 22(8), 905-929. doi:10.1080/10454446.2015.1072867

Shankar, V., Venkatesh, A., Hofacker, C., & Naik, P. (2010). Mobile marketing in the retailing environment: current insights, and future research avenues. Journal of Interactive Marketing, 24, 111-120. doi:10.1016/j.intmar.2010.02.006

Singh, S., Jang, S. (2021). Search, purchase, and satisfaction in a multiple-channel environment: How have mobile devices changed consumer behaviors? Journal of Retailing and Consumer Services, 65. doi:10.1016/j.jretconser.2020.102200.

Shahid A. (2018). Employee intention to stay: An environment based on trust and motivation. Journal of Management Research, 10(4). doi:10.5296/jmr.v10i4.13680

Song, J., Kim, J., Jones, D. R., Baker, J., & Chin, W. W. (2014). Application discoverability and user satisfaction in mobile application stores. An environmental psychology perspective. Decision Support Systems, 59, 37-51. doi:10.1016/j.dss.2013.10.004

Ström, M., Vendel, M., & Bredican, J. (2014). Mobile marketing: A literature review on its value for consumer and retailers. Journal of Retailing and Consumer Services, 21(6), 1001-1012.


Thakur, R. (2018). The role of self-efficacy and customer satisfaction in driving loyalty to the mobile shopping application. International Journal of Retail & Distribution Management, 46(3), 283-303. doi:10.1108/IJRDM-11-2016-0214

Trampe, D. Konus, U., &Verhoef, P. C. (2014). Customer Responses to Channel Migration Strategies Toward the E-channel. Journal of Interactive Marketing, 28, 257-270. doi:10.1016/j.intmar.2014.05.001

Utkarsh, Sangwan, S., & Agarwal, P. (2018). Effect of consumer self‐confidence on information search and dissemination: Mediating role of subjective knowledge. International Journal of Consumer Studies, 43. doi:10.1111/ijcs.12482

Verhoef, P.C., Lemon, K.N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L.A. (2009). Customer experience creation: determinants, dynamics and management strategies. Journal of Retailing,

(1), 31-41. doi:10.1016/j.jretai.2008.11.001

Vogel, J., & Paul, M. (2015). One fim, one product, two prices: Channel-based price differentiation and customer retention Journal of Retailing and Consumer Services, 27, 126-139. doi:10.1016/j.jretconser.2015.07.007

Wang, R.J., Malthouse, E.C., & Krishnamurthi, L. (2015). On the go: how mobile shopping affects customer purchase behavior. Journal of Retailing, 91(2), 217-234. doi:10.1016/j.jretai.2015.01.002

Weisstein, F.L., Kukar-Kinney, M., & Monroe, K.B. (2016). Determinants of consumers' response to pay-what-you-want pricing strategy on the Internet. Journal of Business Research, 69(10), 4313-4320. doi:10.1016/j.jbusres.2016.04.005

Whyte, L.J. (2017). Understanding the relationship between push and pull motivational factors in cruise tourism: A canonical correlation analysis. International Journal of Tourism Research, 19(3). doi:10.1002/jtr.2129

Data publikacji: 2022-09-05 12:06:20
Data złożenia artykułu: 2022-04-09 17:06:06


Total abstract view - 311
Downloads (from 2020-06-17) - PDF - 0



  • There are currently no refbacks.

Copyright (c) 2022 Ilona Bondos

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.