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Impact of Customers’ Attitude Towards and Behavioural Intention to Shop at Brick-and-Mortar Stores: Moderating Role of Gender

Author

Listed:
  • Rehman, Mehak

    (University of the Punjab)

Abstract

This study aims to explore and examine the impact of various influencers on customers’ attitudes towards and intentions to shop at brick-and-mortar (B&M) stores. A quantitative survey approach was adopted to collect the data. Data were collected from 342 consumers using both an online and a face-to-face approach. The data were analysed using the structural equation modelling statistical technique. The findings suggest that customers’ perception of the quality of the products, social influence, enjoyment, atmosphere of B&M stores, and tangibility positively impact customers’ attitudes towards and intention to shop at B&M stores. This research contributes to the theory of consumption values, the theory of reasoned action, and the consumer behaviour literature. Based on the study findings, B&M stores are recommended to provide emotional values to customers by providing a friendly and pleasant atmosphere to their customers to enhance their intention to shop at B&M stores.

Suggested Citation

  • Rehman, Mehak, 2022. "Impact of Customers’ Attitude Towards and Behavioural Intention to Shop at Brick-and-Mortar Stores: Moderating Role of Gender," Business and Economics Research Journal, Uludag University, Faculty of Economics and Administrative Sciences, vol. 13(3), pages 483-503, July.
    • Handle: RePEc:ris:buecrj:0607
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    More about this item

    Keywords

    Brick-and-Mortar Stores; Customer Behaviour; Customer Attitude; Intention;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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