Abstract
This research investigates the role of interpersonal competency on online versus offline behavior. Three experiments were conducted, comparing the intention of two groups of participants with high and low levels of interpersonal competencies. The author measured the preferences of online versus offline sources of information, the preferences of online versus offline shopping platforms, and the preferences between highly trusted versus less trusted online platforms, all on bipolar scales specially designed for this research. The results shows that participants with a lower level of interpersonal competencies will indeed prefer online sources of information and retail platforms, and they will also favor more trusted shopping platforms. Based on those results, several marketing implications were drawn.
TopTheoretical Background
In this research, the focus is placed on the search for information and how different levels of interpersonal competence would affect this search. When searching for information before a purchase, consumers look at different dimensions: a source of information dimension, a brand dimension, and a time dimension (Kiel & Layton, 1981). Within the source of information dimension, there are the internal and external sources (Guo, 2001; Klein & Ford, 2003). Internal source refers to the acquisition of information available in the individual's memory; the number of retailers consulted, and the advertising seen are two clear examples., the number of retailers consulted and advertising viewing. External demand refers to the acquisition of information from different sources; interpersonal sources are an example of this. (Bettman 1979; Kiel & Layton, 1981). Interpersonal sources have been extensively studied in previous research and are considered being a major source of market information (Katona & Mueller 1955; Kiel & Layton, 1981; Klein and Ford, 2003). It could be represented through the interpersonal interaction of a consumer with social individuals, such as parents, family members, peers, teachers, among others. In addition, with the emergence of online retail, the Internet is now a new social agent (Barber, 2013). As an example, in more recent studies, the Internet has also been shown to act as a social agent, removing the interpersonal agent from the socialization process (Anderson & McCabe, 2012). In a context where interpersonal competencies are in question, it is possible to see the clear appeal of the Internet for less interpersonal competent individuals.
Nowadays, due to the increase of online shopping, external sources of information are not only the result of the consumer’s interaction with another person. External sources of information can be divided between online sources (without physical interactions) and off-line sources (with physical interactions). To make decisions or increase knowledge, consumers are now preferring to use the Internet as a source of information; they get information without interpersonal interactions (Barber 2013). Increasingly, such information exchanges occur in contexts in which information seekers and information providers have not encountered or/and have had no prior relationship (Weiss et al, 2008). Consumers have been observed to develop a higher level of engagement when looking for information online. At the same time, when online, more individuals communicate with each other, and this will impact their purchase decision (Moe & Schweidel, 2012).
Key Terms in this Chapter
Offline Source of Information: Information provided and delivered to individuals within physical environments or mediums. Examples could include information from TV advertisements, newspapers, outdoor advertisements and interpersonal face to face interactions.
Interpersonal Competency: An ability for an individual to interact with other individuals in a social context in order to receive or provide information efficiently.
Blended Customer Experience: A customer`s interactions with both a physical and digital environment during the purchase decision process. For example, retailers could offer customers online and in-store customer service.
Online Retail: A place of purchase within a digital environment via the Internet where a customer buys a product or service.
Research Online Purchase Offline: A specific sequence of the purchase decision process that combined an online search of information and evaluation with a purchase action performed in a physical retail environment. For example, customers could search information on Internet and purchase the good or service in the physical retail store.
Online Source of Information: Information provided and delivered to individuals through digital environments or mediums. Examples could include information from websites, social media accounts, blogs, and online user generated comments.
Interpersonal Trust: The predisposition of an individual to trust another individual or an organization.
Offline Retail: A place of purchase within a physical environment where a customer could buy a good or service in a brick-and-mortar store.