Imitation or Development? Physical Retailers in China
DOI:
https://doi.org/10.54691/bcpbm.v42i.4567Keywords:
Physical Retailing; E-Commerce; Consumer Behavior; COVID-19.Abstract
E-Commerce is becoming increasingly important as a retailing channel especially during the COVID-19 pandemic, and large retailing companies in various industries has decided to embrace e-commerce. Nevertheless, some of the physical retailers not only managed to compete with e-commerce retailers but also gained exceptional growth even during the most stressful times of COVID-19 and yet has not received much scholarly attention. This research utilizes the concept of imitation strategy and development strategy as a theoretical lens to analyze how different attributes of the physical retailers influenced consumers’ decision-making process in the early post-pandemic era. The findings show that developing physical retailers’ unique attributes can be a more effective strategy when comparing to imitating e-commerce attributes. This study also discovered new consumer behavior patterns that can influence the effectiveness of the existing marketing channels and techniques. This research contributes to both academic and practical fields by developing cumulative theoretical frameworks related to physical retailing and e-commerce, and by offering corresponding strategic suggestions for retailers to obtain competitive advantage in the fast-changing retailing market.
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