Customer Purchase Intention Transference in Online Retailers: An Investigation of the Before-offline-visit Phase

• Main Authors: I-han Wang, 王亦涵
• Other Authors: Shih-Hao Wu
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/17787530026237693266

碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 100 === Powered by the fast-growing Internet technology and development of e-commerce, the delivery of information and new business models have accelerated. Since the competitions among the online brands become fierce, those online native retailers turn to open physical stores in order to be click and mortar retailers. Currently, comparing to other brick and click retailers, the native online brands which turn to open physical stores are the minority, so this study focus on the native online brands of Taiwan research samples to explore what factors affect offline purchase intention, including e-service quality, e-satisfaction, e-trust and eWOM, which factors influence brand loyalty and generate the halo effect to offline purchase intention. The results show the factors related to customers’ positive online shopping experience accelerate their willingness to shop in offline stores, it represents that this model of multichannel integration is feasible and seamless. Brand loyalty which is built from online stores has a positive effect on offline purchase intention and eWOM is the key predictor in term of brand loyalty, compared to the rational factor (i.e., e-trust), it is affected by perceptual factors (i.e., e-service quality, e-satisfaction) much more.