An investigation of consumers' webstore shopping: A view of click-and-mortar company

Authors:
Her-Sen Doong;Hui-Chih Wang;Gordon R. Foxall
Affiliations:
Department of Management Information Systems, National Chiayi University, 580 Sinmin Rd., Chiayi 60054, Taiwan;Department of Information Management, National Chung Cheng University, 168 University Rd., Min-Hsiung, Chiayi 621, Taiwan;Cardiff University, Aberconway Building, Cardiff Business School, Colum Drive, Cardiff, CF10 3EU, United Kingdom
Venue:
International Journal of Information Management: The Journal for Information Professionals
Year:
2011

Citing 15
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Abstract

Consumers' shopping intention is central to a Webstore's success. While past information system (IS) studies have examined this phenomenon extensively, they have focused on examining the single channel of e-tailing only. Knowledge of consumers' cross-channel shopping behavior, which is common nowadays, was scarce. This study has empirically investigated a research model proposing how consumers' brand loyalty in the retailing channel may impact on their shopping intentions at the same brand's Webstore. Specifically, in contrast to the system approach examined by past IS studies, this study has undertaken a brand perception approach and uncovered that by shaping consumers' online perceptions of brand familiarity and Webstore reputation, consumers' offline brand loyalty directly and indirectly enhances their trust in Webstore and lead to a higher shopping intention. Practical suggestions for click-and-mortar companies in building their channel strategies were proposed accordingly.