Transference and congruence effects on purchase intentions in online stores of multi-channel retailers: initial evidence from the U.S. and South Korea |
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Authors: | Vishag Badrinarayanan Enrique P Becerra Chung-Hyun Kim Sreedhar Madhavaram |
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Institution: | 1. McCoy College of Business Administration, Texas State University ?C San Marcos, 601 University Drive, San Marcos, TX, 78666, USA 2. Graduate School of Media Communications, Sogang University, Seoul, South Korea 3. Nance College of Business Administration, Cleveland State University, Cleveland, OH, 44115, USA
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Abstract: | 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. |
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