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Influence of congruity in store-attribute dimensions and self-image on purchase intentions in online stores of multichannel retailers

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  • Badrinarayanan, Vishag
  • Becerra, Enrique P.
  • Madhavaram, Sreedhar

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.

Suggested Citation

  • Badrinarayanan, Vishag & Becerra, Enrique P. & Madhavaram, Sreedhar, 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, Elsevier, vol. 21(6), pages 1013-1020.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:6:p:1013-1020
    DOI: 10.1016/j.jretconser.2014.01.002
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    2. Badrinarayanan, Vishag & Becerra, Enrique P., 2019. "Antecedents and consequences of shoppers' attitude toward branded store-within-stores: An exploratory framework," Journal of Business Research, Elsevier, vol. 105(C), pages 189-200.
    3. Carlson, Jamie & O’Cass, Aron & Ahrholdt, Dennis, 2015. "Assessing customers’ perceived value of the online channel of multichannel retailers: A two country examination," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 90-102.
    4. Mohit Jamwal & Munish Saini & Saikat Banerjee, 2024. "The paradox of youth’s online political party brand engagement on Facebook: a congruity theory perspective," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(2), pages 313-339, June.
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    6. Jana Prodanova & Sonia San-Martín & Nadia Jiménez, 2017. "Enfoque teórico multidisciplinar para la provisión electrónica de servicios," DOCFRADIS Working Papers 1705, Catedra Fundación Ramón Areces de Distribución Comercial, revised Oct 2017.
    7. Wenting Pan & Candice H. Huynh, 2023. "Optimal operational strategies for online retailers with demand and return uncertainty," Operations Management Research, Springer, vol. 16(2), pages 755-767, June.
    8. Wagner, Gerhard & Schramm-Klein, Hanna & Steinmann, Sascha, 2017. "Consumers' attitudes and intentions toward Internet-enabled TV shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 278-286.
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    11. Heesup Han & Wei Quan & Eloy Gil-Cordero & Juan-Pedro Cabrera-Sánchez & Jongsik Yu, 2021. "Performance of Retail Stores at Airports and Their Role in Boosting Traveler Satisfaction and Willingness to Repurchase," Sustainability, MDPI, vol. 13(2), pages 1-14, January.
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