Relative importance of motivation, store patronage, and marketing efforts in driving cross-buying behaviors

Wirawan Dony Dahana*, Yukihiro Miwa, Chris Baumann, Makoto Morisada

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

Abstract

This study identifies the extent to which cross-buying behaviors can be attributed to consumer motives, store patronage, and marketing efforts. Their explanatory power is empirically examined using a panel survey and purchase history data for fashion products of 3,052 customers patronizing an online shopping mall. Motivation explains merely 4% of the variation in the number of product categories purchased during the study period, surpassed by the variation explained by store patronage (8%) and marketing efforts (38%). These results suggest that, while motivation may be a necessary antecedent for cross-buying, it is insufficient as a ‘standalone’ driver, as behavior is largely driven by customers’ responses to marketing efforts.

Original languageEnglish
Number of pages29
JournalJournal of Strategic Marketing
Early online date28 Aug 2020
DOIs
Publication statusE-pub ahead of print - 28 Aug 2020

Keywords

  • Cross-buying
  • fashion
  • motivation
  • online mall
  • promotion
  • store patronage

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