The Effects of Store Name Composition on Consumers' Perceptions toward Click-and-Mortar

Meng-Kuan Lai ； Yi-Rung Chen

《Asia Pacific Management Review》 11卷3期 (2006/06) Pp. 195-204

https://doi.org/10.6126/APMR.2006.11.3.07

並列摘要

Many marketers are attracted to the apparent prosperity of e-commerce. The easiest and least risky way for traditional retailers to go online is by partnering with an online company. This study examines the leverage effect that physical stores lend to e-commerce ventures (increasing the level of trust and decreasing the perceived risk) and enhancing the intent to purchase at ”click-and-mortar” stores. Based on brand extension literature, this study hypothesizes that physical store name recognition will have a positive effect on consumers' perception of the click-and-mortar store. E-partnering with well known websites has a more significant impact for low reputed, rather than highly reputed, physical stores. Experimental websites were created to gather data. In general, the results support the hypothesized directions of relationships among research variables.

並列關鍵字

Click-and-Mortar ； Brand equity ； Trust, Perceived risk ； Consumer behaviour

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