Multi-channel store image and the effects on purchase intention

Consumer practices of purchasing goods and services through multiple channels versus a single channel have become common and reflect a change in purchase behaviours. This study identifies six dimensions of the multi-channel store image and proposes that they have positive effects on purchase intention and consumer characteristics moderate the relationship. A survey questionnaire was developed and administered to shoppers of two bookstores in Taiwan. A structural model tested the direct effects of the multi-channel store image on purchase intention, and that the moderating effects of consumer characteristics. The results suggest that four of the six dimensions – financial concern, psychosocial concern, time and convenience, and usefulness influence purchase intention. Consumer characteristics (age, gender, education, occupation) did not moderate the relationship.