The Carry-Over Effects of a Physical Store’s Image on Its Ecommerce Distribution Channel

Abstract

As more consumers use the Internet for product information and search, the image one has of an existing retailer’s physical store is likely to impact expectations of the retailer’s web site. In a controlled experiment, we compared expectations with perceptions of a retailer’s web site. We also examined the effect of exceeding web site expectations on future intentions to use the web site as well as changes in attitude toward the retailer. Our results indicate that existing retailer image influences expectations, and shopping motivation influences intentions to use the web site and attitude toward the retailer.