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Does social exclusion influence multiple channel use? The interconnections with community, happiness and well-being

Lookup NU author(s): Professor Eleftherios AlamanosORCiD, Professor Savvas PapagiannidisORCiD



This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).


This paper examines how social exclusion affects consumer use of multiple shopping channels (traditional stores, online by computer and mobile retailing by cell phone) and how these choices affect consumers’ happiness and wellbeing. The findings from an online survey (n=1368) in the United States indicate that socially-excluded people spend more time shopping by all three channels, with the most significant being the cell phone. The latter channel is also more significant for younger respondents and for those who report a mobility/disability issue. Time spent on traditional store shopping and shopping by cell phone both have significant positive effects on happiness and wellbeing. Shopping by cell phone significantly ameliorates the negative effects of social exclusion on happiness and wellbeing for consumers with mobility/disability issues. The paper also includes practical implications for retail marketing managers’ and policy makers’ communication strategies.

Publication metadata

Author(s): Dennis C, Alamanos E, Papagiannidis S, Bourlakis M

Publication type: Article

Publication status: Published

Journal: Journal of Business Research

Year: 2016

Volume: 69

Issue: 3

Pages: 1061-1070

Print publication date: 01/03/2016

Online publication date: 08/09/2015

Acceptance date: 03/09/2015

Date deposited: 15/01/2016

ISSN (print): 0148-2963

ISSN (electronic): 1873-7978

Publisher: Elsevier


DOI: 10.1016/j.jbusres.2015.08.019


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