“El valor sí que vale”: El valor como predictor de la preferencia de canal de los compradores de ropa

Consumers’ channel preferences depend on the value they perceive in each option. This value is a complex construct that includes dimensions such as quality, brand knowledge, enjoyment, and associated costs. Drawing on a sample of 432 Spanish clothing shoppers, this study develops and empirically validates a predictive model of channel preference based on these value dimensions. The results highlight the experiential value of physical stores, linked to elements such as store design, product trialability, extended business hours, and social interaction. In contrast, online channels align with positive prior brand experiences, user-centered virtual store design, detailed product information, compliance with return and exchange policies, and the availability of flexible logistics options. These findings offer a comprehensive understanding of perceived value across channels and help retailers tailor their omnichannel strategies by enhancing the in-store experience and improving convenience and trust in online environments.