Adding bricks to clicks: Which characteristic of a showroom affects consumers when they shop online?
Document Type
Article
Publication Date
10-23-2022
Abstract
There is a recent trend among many e-retailers worldwide to expand their online-only channels to offline stores to increase demand among their online stores and gain more online shoppers with high levels of uncertainty when buying online. So the main aim of this research is to determine the offline attributes that affect the channel selection intention when adding offline stores for online-first retailers and study the impact of some consumer characteristics on this relationship. Data were analyzed using partial least squares structural equation modeling. The results revealed that cognitive attributes are one of the variables online shoppers look for when buying offline. Additionally, the affective attributes of the offline store will make the repeated online shopper more likely to shop online, and the relational attributes of the offline store will make the goal-oriented online shopper more likely to purchase online after adding the offline channel.
Recommended Citation
Mahrous, Abeer A. and Tarek, Ola and Kortam, Wael, Adding Bricks to Clicks: Which Characteristic of a Showroom Affects the Consumers when They Shop Online? (October 23, 2022). Available at SSRN: https://ssrn.com/abstract=4256038 or http://dx.doi.org/10.2139/ssrn.4256038