Journal of Retailing and Consumer Services
Online stores of multichannel retailers continue to lag pure internet retailers with reference to consumers' shopping intentions and sales. This study develops and tests a framework in which (a) trust and attitude (conceptualized as a second-order construct with hedonic and utilitarian dimensions) influence purchase intentions, (b) congruity between the multichannel retailer's land-based and online stores (conceptualized as a second-order constructs made up of seven dimensions: aesthetic appeal, navigation convenience, transaction convenience, atmosphere, service, price orientation, and security) influences trust in and attitude toward the online store, and (c) congruity between consumers' self-image and perceived image of the online store influences trust in and attitude toward the online store. The findings provide robust support for the framework and have strong implications for theory and practice.
Badrinarayanan, V., Becerra, E. P., Madhavaram, S. (2014). Influence of Congruity in Store-Attribute Dimensions and Self-Image on Purchase Intentions in Online Stores of Multichannel Retailers. Journal of Retailing and Consumer Services.
NOTICE: this is the author’s version of a work that was accepted for publication in Journal of Retailing and Consumer Services. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Retailing and Consumer Services (2014); 10.1016/j.jretconser.2014.01.002