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Journal of the Academy of Marketing Science

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01.07.2012 | Original Empirical Research

Transference and congruence effects on purchase intentions in online stores of multi-channel retailers: initial evidence from the U.S. and South Korea

verfasst von: Vishag Badrinarayanan, Enrique P. Becerra, Chung-Hyun Kim, Sreedhar Madhavaram

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 4/2012

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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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Although, more recently, online retailers have established land-based stores, we limit our focus to land-based retailers who transition into multi-channel retailers by establishing their own online stores.

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Titel: Transference and congruence effects on purchase intentions in online stores of multi-channel retailers: initial evidence from the U.S. and South Korea
verfasst von: Vishag Badrinarayanan
Enrique P. Becerra
Chung-Hyun Kim
Sreedhar Madhavaram
Publikationsdatum: 01.07.2012
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 4/2012
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-010-0239-9

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