Influence of congruity in store-attribute dimensions and self-image on purchase intentions in online stores of multichannel retailers |
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| Institution: | 1. McCoy College of Business Administration, Texas State University, San Marcos, TX 78666, United States;2. Monte Ahuja College of Business, Cleveland State University, Cleveland, OH 44115, United States;1. Nottingham University Business School, The University of Nottingham Malaysia Campus, Jalan Broga, 43500 Semenyih, Selangor, Malaysia;2. Department of Marketing and Information Systems, Faculty of Business and Accountancy, University of Malaya, 50603 Kuala Lumpur, Malaysia;3. East China University of Science and Technology, 130 Meilong Road, Xuhui, 200237 Shanghai, China;4. Warwick Business School, The University of Warwick, CV4 7AL Coventry, UK;1. Centre for Research in Economics and Management, University of Rennes 1, IGR-IAE de Rennes, 11 Rue Jean Macé, 35708 Rennes, France;2. Institute for Retail Studies, University of Stirling, Scotland, UK;1. Paris XIII University, CEPN, Sorbonne Paris Cité,, Centre Marc Bloch, Berlin, Germany;2. Paris-Est University, Institut de Recherche en Gestion (IRG), Paris, France;3. Paris Dauphine University, DRM-UMR-CNRS 7088, Paris, France;1. Department of Economics and Business.Faculty of Business and Economics, University of Almería Spain, Agrifood Campus of International Excellence ceiA3, Ctra. Sacramento, s/n, E-04120 Almería, Spain;2. Department of Management, University of Granada Spain and Marketing Group, Department of Economics and Business, Open University of Catalonia, Barcelona, Spain;3. Department of Management. Business Faculty, University of Granada Spain |
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| Abstract: | 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. |
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| Keywords: | Congruity Purchase intentions Multichannel retailers |
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