TY - JOUR
T1 - Transference and congruence effects on purchase intentions in online stores of multi-channel retailers
T2 - Initial evidence from the U.S. and South Korea
AU - Badrinarayanan, Vishag
AU - Becerra, Enrique P.
AU - Kim, Chung Hyun
AU - Madhavaram, Sreedhar
N1 - Funding Information:
All authors contributed equally and are listed in alphabetical order. The authors thank the editor and four anonymous reviewers for their constructive comments. The first two authors acknowledge a grant from the Research Enhancement Program at Texas State University-San Marcos.
PY - 2012/7
Y1 - 2012/7
N2 - Drawing from research on retailing, online shopping behavior, and theories of cognitive psychology, we develop and test a framework that investigates purchase intentions in online stores of multi-channel retailers. The framework simultaneously examines the influence of transference of attitude and trust from the multi-channel retailer's physical to online stores, image congruence between the multi-channel retailer's physical and online stores, and image congruence between the multi-channel retailer's online store and a prototypical online store. Further, recognizing that several retailers now operate as multi-channel retailers in different countries, we examine the influence of cultural differences in thought processes (i.e., holistic versus analytic thinking) on shoppers' evaluation of online stores of multi-channel retailers. Toward this end, we test the framework using data collected from respondents in the U.S. (analytic thinkers) and South Korea (holistic thinkers). We conclude with a discussion of the findings, suggestions for future research, and potential limitations.
AB - Drawing from research on retailing, online shopping behavior, and theories of cognitive psychology, we develop and test a framework that investigates purchase intentions in online stores of multi-channel retailers. The framework simultaneously examines the influence of transference of attitude and trust from the multi-channel retailer's physical to online stores, image congruence between the multi-channel retailer's physical and online stores, and image congruence between the multi-channel retailer's online store and a prototypical online store. Further, recognizing that several retailers now operate as multi-channel retailers in different countries, we examine the influence of cultural differences in thought processes (i.e., holistic versus analytic thinking) on shoppers' evaluation of online stores of multi-channel retailers. Toward this end, we test the framework using data collected from respondents in the U.S. (analytic thinkers) and South Korea (holistic thinkers). We conclude with a discussion of the findings, suggestions for future research, and potential limitations.
KW - Analytic versus holistic thinking styles
KW - Image congruence
KW - Multi-channel retailing
KW - Online purchase intentions
KW - Trust and attitude transference
UR - http://www.scopus.com/inward/record.url?scp=84862058452&partnerID=8YFLogxK
U2 - 10.1007/s11747-010-0239-9
DO - 10.1007/s11747-010-0239-9
M3 - Article
AN - SCOPUS:84862058452
SN - 0092-0703
VL - 40
SP - 539
EP - 557
JO - Journal of the Academy of Marketing Science
JF - Journal of the Academy of Marketing Science
IS - 4
ER -