Main Article Content
The research examines the interaction between online and offline operations. This research proposes a model that examines the effect of multichannel retailers broaden the offline store on positive online-attitude and online-purchase intention. An empirical study is conducted, which collects 520 valid questionnaires. Structural Equation Modeling is applied to examine the research model hypotheses. In a multichannel’s online operation, basic attributes positively influence online-attitude and perceived risk negatively influences online-attitude. Online-attitude positively influences online-purchase intention.
In a multichannel’s offline operation, firm reputation positively influences offline-attitude, which in turn positively influences online-attitude. Offline-attitude positively influences offline-purchase intention, which in turn positively influences online-purchase intention. In sum, a multichannel retailer, increasing offline store can improve online-attitude and online-purchase intention. Finally, theoretical and managerial implications are suggested based on these findings.