题名

Does an Established Offline Store Drive Online Purchase Intention?

DOI

10.6702/ijbi.2016.11.4.3

作者

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

关键词

Electronic commerce ； online to offline ； customer attitude ； purchase intention

期刊名称

International Journal of Business and Information

卷期/出版年月

11卷4期（2016 / 12 / 01）

页次

432 - 465

内容语文

英文
中文摘要

This research examines the interaction between online and offline operations. It proposes a model that examines the effect of broadening a multichannel retailer's offline store on positive online-attitude and online-purchase intention. The empirical study collected 520 valid questionnaires. Structural equation modeling (SEM) was applied to examine the research model hypotheses. In a multichannel retailer's online operation, it was found that basic attributes positively influence online-attitude, that perceived risk negatively influences online-attitude, and that online-attitude positively influences online-purchase intention. In a multichannel retailer's offline operation, it was found that firm reputation positively influences offline-attitude, which in turn positively influences online-attitude. Offline-attitude positively influences offline-purchase intention, which positively influences online-purchase intention. In sum, by increasing its offline store, a multichannel retailer can improve online-attitude and online-purchase intention.
主题分类 基礎與應用科學 > 資訊科學
社會科學 > 經濟學
社會科學 > 管理學
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