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Effects of design factors on store image and expectation of merchandise quality in web-based stores

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  • Oh, Jungmi
  • Fiorito, Susan S.
  • Cho, Hira
  • Hofacker, Charles F.

Abstract

This study investigates two design factors of store atmosphere in relation to store image and consumers’ expectations of merchandise quality for web-based stores. We address this purpose through the use of the Stimulus–Organism–Response (S–O–R) model on which five hypotheses were drawn based on research conducted with brick-and-mortar and web-based stores. In order to test the hypotheses, four treatment combination stimuli were developed by two types of storefront designs (thematic/non-thematic) and two types of information display (picture-based/text-based). A total of 307 college student questionnaires were analyzed. The findings provide a better understanding of consumer's behavior toward web-based stores. Experiment results suggest that, consumers reacted more positively to web-based stores using a thematic and picture-based store design than web-based stores using a non-thematic and text-based store design. The methods of information display (picture-based/text-based) were positively related to a convenient store image and consumers’ expectation of merchandise quality. In addition, there was a mediating effect of store image between store atmosphere and consumers’ expectations of merchandise quality.

Suggested Citation

  • Oh, Jungmi & Fiorito, Susan S. & Cho, Hira & Hofacker, Charles F., 2008. "Effects of design factors on store image and expectation of merchandise quality in web-based stores," Journal of Retailing and Consumer Services, Elsevier, vol. 15(4), pages 237-249.
    • Handle: RePEc:eee:joreco:v:15:y:2008:i:4:p:237-249
    DOI: 10.1016/j.jretconser.2007.03.004
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    16. Rayburn, Steven W. & Anderson, Sidney T. & Zank, Gail M. & McDonald, Imani, 2022. "M-atmospherics: From the physical to the digital," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
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    18. Franz Hackl & Bernhard Weiss & Rudolf Winter-Ebmer, 2009. "Tuning an Online Shop: Consumer Reactions to E-tailers' Service Quality," Economics working papers 2009-05, Department of Economics, Johannes Kepler University Linz, Austria.
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    23. (Daisy) Lyu, Jing & Krasonikolakis, Ioannis & Vrontis, Demetris, 2022. "A systematic literature review of store atmosphere in alternative retail commerce channels," Journal of Business Research, Elsevier, vol. 153(C), pages 412-427.

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