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In-store quality (in)congruency as a driver of perceived legitimacy and shopping behavior

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  • Chaney, Damien
  • Lunardo, Renaud
  • Saintives, Camille

Abstract

This research builds on the institutional theory literature to investigate the impact of retailer’s in-store quality (in)congruency on consumer shopping behavior. Specifically, considering the consensual view of legitimacy as a variable of main interest to explain organizational survival, this research focuses on legitimacy as the mediating variable explaining the effects of in-store quality (in)congruency on shopping behavior. Results from a scenario-based experiment show that in-store quality (in)congruency affects legitimacy such that when merchandise quality is low, a high store environment quality leads to lower legitimacy. Also, the results show that legitimacy acts as a mediator that induces a decrease in shopping behavior. By highlighting perceived legitimacy as the underlying mechanism explaining the effect of in-store quality incongruency on consumer behavior, this research offer new insights for retailers.

Suggested Citation

  • Chaney, Damien & Lunardo, Renaud & Saintives, Camille, 2015. "In-store quality (in)congruency as a driver of perceived legitimacy and shopping behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 51-59.
    • Handle: RePEc:eee:joreco:v:24:y:2015:i:c:p:51-59
    DOI: 10.1016/j.jretconser.2015.02.002
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    5. Lortie, Jason & Cox, Kevin C. & Roundy, Philip T., 2022. "Social impact models, legitimacy perceptions, and consumer responses to social ventures," Journal of Business Research, Elsevier, vol. 144(C), pages 312-321.

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