Online purchase intentions: A multi-channel store image perspective

• Published in: Information & management Vol. 46; no. 2; pp. 77 - 82
• Main Authors: Verhagen, Tibert, van Dolen, Willemijn
• Format: Journal Article
• Language: English
• Published: Kidlington Elsevier B.V 01-03-2009; Elsevier; Elsevier Sequoia S.A
• Subjects: Applied sciences; Brand image; Bricks-and-clicks; Computer science; control theory; systems; Consumer behavior; Electronic commerce; Exact sciences and technology; Information systems. Data bases; Memory organisation. Data processing; Multi-channel synergy; Offline store image; Online purchase intention; Online store image; Perceptions; Retail stores; Software; Studies; Netherlands; Bricks-and-clicks; Online store image; Offline store image; Multi-channel synergy; Online purchase intention; Music; Intention; Purchases; Electronic trade; Multiple image
• ISSN: 0378-7206; 1872-7530
• DOI: 10.1016/j.im.2008.12.001

The advantages of the bricks-and-clicks retail format in the battle for the online customer has been widely discussed but empirical research on it has been limited. We applied a multi-channel store image perspective to assess its influence on online purchase intentions. Drawing on a sample of 630 customers of a large music retail store in the Netherlands, the results demonstrated that offline and online store perceptions directly influenced online purchase intention. In addition, our findings confirmed that offline store impressions were used as references for their online store counterparts. Synergy and reference effects are discussed.