Person-place congruency in the Internet Banking context
AbstractThis study proposes and empirically validates a model that incorporates the interaction effects of consumer's shopping orientation (utilitarian/recreational) and attitudes towards the online store atmospheric qualities (information related cues, navigation cues, aesthetic cues) on online shopping behavior. The use of an underutilized technique for detecting interaction effects unveils the superiority of interaction effects over direct effects in explaining online shopping behavior. Results reveal significant interaction effects during the information search stage but not during the purchase stage. Furthermore, the interaction effects were significant only for utilitarian shoppers but not for the recreational ones. The results signify the distinctive nature of online shopping compared to the offline one, and the need for retailers to distinguish online and offline store atmosphere management.
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Bibliographic InfoArticle provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 63 (2010)
Issue (Month): 9-10 (September)
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Web page: http://www.elsevier.com/locate/jbusres
Online stores Atmospheric qualities Shopping orientation Interaction effects Internet Banking;
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