Does Established Offline Store Drive Online Purchase Intention?

Main Article Content

Su-Yueh Cynthia Chu Chih-Ming Wu Karen Iee-Fung Wu Yi-Fang Chen

Abstract

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.


 

Article Details

How to Cite
CHU, Su-Yueh Cynthia et al. Does Established Offline Store Drive Online Purchase Intention?. International Journal of Business and Information, [S.l.], v. 11, n. 4, mar. 2017. ISSN 2520-0151. Available at: <http://ijbi.org/ijbi/article/view/195>. Date accessed: 12 dec. 2017.
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