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Article
Influence of Congruity in Store-Attribute Dimensions and Self-Image on Purchase Intentions in Online Stores of Multichannel Retailers
Journal of Retailing and Consumer Services
  • Vishag Badrinarayanan
  • Enrique P. Becerra
  • Sreedhar Madhavaram, Cleveland State University
Document Type
Article
Publication Date
1-1-2014
Keywords
  • Marketing
Disciplines
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.
DOI
10.1016/j.jretconser.2014.01.002
Version
Postprint
Citation Information
Badrinarayanan, V., Becerra, E. P., Madhavaram, S. (2014). Influence of Congruity in Store-Attribute Dimensions and Self-Image on Purchase Intentions in Online Stores of Multichannel Retailers. Journal of Retailing and Consumer Services.