Journal of the Academy of Marketing Science
multi-channel retailing; online purchase intentions; trust and attitiude transference; image congruence; analytic versus holistic thinking styles; Marketing
Drawing from research on retailing, online shopping behavior, and theories of cognitive psychology, we develop and test a framework that investigates purchase intentions in online stores of multi-channel retailers. The framework simultaneously examines the influence of transference of attitude and trust from the multi-channel retailer’s physical to online stores, image congruence between the multi-channel retailer’s physical and online stores, and image congruence between the multi-channel retailer’s online store and a prototypical online store. Further, recognizing that several retailers now operate as multi-channel retailers in different countries, we examine the influence of cultural differences in thought processes (i.e., holistic versus analytic thinking) on shoppers’ evaluation of online stores of multi-channel retailers. Toward this end, we test the framework using data collected from respondents in the U.S. (analytic thinkers) and South Korea (holistic thinkers). We conclude with a discussion of the findings, suggestions for future research, and potential limitations.
Badrinarayanan, V., Becerra, E.P., Kim, C., & Madhavaram, S. (2012). Transference and congruence effects on purchase intentions in online stores of multi-channel retailers: Initial evidence from the U.S. and South Korea. Journal of the Academy of Marketing Science, 40(4), 539-557. doi: 10.1007/s11747-010-0239-9
The final publication is available at Springer via http://dx.doi.org/10.1007/s11747-010-0239-9