Does Established Offline Store Drive Online Purchase Intention?

• Main Authors: CHEN, YI-FANG, 陳儀芳
• Other Authors: CHU, SU-YUEH
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/72871781222478562669

碩士 === 國立屏東大學 === 行銷與流通管理學系碩士班 === 103 === Previous studies have asserted more evaluation of multiple channels but less of synergistic. This research examines the interaction between online and offline operations. The purpose of this research is to exam the synergistic of online/offline operation and to explore multiple channels retailer established the bricks and mortar whether increase online customer attitude and purchase intention or not. Meanwhile, explores the antecedents of affect consumer to multiple channels. In the research, we build a model and 10 hypotheses based on existing literature and collect data via questionnaires. Further, Structural Equation Modeling (SEM) is applied to examine the research model hypotheses. The results indicate that (1) basic attributes of online channel positively influence online customer attitude;(2) marketing attributes of online channel positively influence online customer attitude is insignificant;(3) firm reputation positively influence online customer attitude is significant;(4) firm reputation positively influence offline customer attitude;(5) perceived risk positively influence online customer attitude;(6) perceived risk positively influence offline customer attitude is insignificant;(7) offline customer attitude and purchase intention positively influence online customer attitude and purchase intention;(8) online/offline customer attitude positively influence online/offline purchase intention. Finally, theoretical and practical implications and suggestions for future research are provided according to the results.