An exploratory investigation into e-tail image attributes important to repeat, internet savvy customers

Simon J. Wilde, Southern Cross University
Stephen J. Kelly, Southern Cross University
Don Scott, Southern Cross University

Abstract

This paper offers results from an exploratory study investigating e-tail store image attributes important to repeat, internet savvy customers of a major Australian grocery e-tailer. The study was undertaken in response to a perceived need on the part of the e-tailer for a better understanding of how image operated on-line, and a review of extant literature which indicated that while retail store image in traditional bricks-and-mortar environments had been extensively investigated; limited empirical work involving consumers had been undertaken within the e-tail environment. Three components incorporating traditional and e-tail specific attributes were identified; core demands, institutional factors and information.