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JFMM PRACTITIONER PAPER

9,1
A consumer shopping
channel extension
106 model: attitude shift
toward the online store
Jihyun Kim and Jihye Park
Iowa State University, Ames, USA
Abstract
Purpose – The purpose of this study is to examine the consumer
shopping channel extension focusing on attitude shift from offline
to online store with a theoretical approach.
Design/methodology/approach – Two hundred and sixty two
students in a large US midwestern university participated and
provided usable survey responses. Structural equation modeling
was employed to test hypotheses and the modified theory of
planned behavior in the online retailing environment.
Findings – The results showed that attitude toward the offline store
was a significant predictor of attitude toward the online store. In
addition, search intention for product information via the online
store was the strongest predictor of consumer’s purchase intention
via the online store as well as a mediating variable between
predictor variables and purchase intention.
Research limitations/implications – The sample of this study was
slightly biased by gender and age. Female college-aged
consumers were the majority. This demographic group is,
however, meaningful to investigate for apparel multichannel
retailers due to the strong consumer demand and buying power.
Originality/value – This paper offered a theoretical framework to
understand and predict the consumer shopping behavior in the
multichannel retailing setting. In addition, the present paper
contributed to the academia by expanding the theory of planned
behavior and online prepurchase intentions model.
Keywords Attitudes, Internet, Shopping, Consumer behavior
Paper type Research paper

Multi-channel retailing has been recognized as a new

key marketing program for retailers. The multi-channel
retail format includes not only physical stores and
catalogs, but also online stores, kiosks, and wireless
channels. Clark (1997) classified two dominant multi-
channel retailers in the current online market:
Journal of Fashion Marketing and Management
Vol. 9 No. 1, 2005
(1) click-and-mortars who respond consumer demand
pp. 106-121 through offline and online stores (e.g. BestBuy.com,
q Emerald Group Publishing Limited 1361-2026
DOI 10.1108/13612020510586433 Gap.com, Barnes and Noble.com, Macys.com); and (2)
catalog firms that present their print catalogs on the web who sell apparel products in both offline and online
(e.g. J.Crew.com, Landsend.com). stores.
According to Gartner’s (2002) research, approximately
75 percent of retailer respondents had a multi-channel Theoretical framework
retailing strategy (MRS) either in place or in plan to The theory of planned behavior
enhance the firm’s overall performance. Multi-channel The theory of planned behavior (Ajzen, 1985, 1991)
retailers who sold the posits that attitude toward a behavior, subjective norm,
and perceived behavioral control are the antecedents of
This research was funded by the College of Family and intention to perform a behavior. Attitude toward a
Consumer Science at Iowa State University. This paper has behavior is referred as an individual’s positive or
been reviewed in the same manner as an academic paper. negative evaluation of a relevant behavior and is
products across online and traditional channels composed of an individual’s salient beliefs regarding the
accounted for more than 67 percent of online retailing. perceived consequences of performing behavior.
More than 50 percent of multi-channel retailers reported Subjective norm is a function of normative beliefs, which
positive operating margins for online business in 2001 represents an individual’s perception of whether
(Shop.org, 2002). Forrester Research (2003a) reported significant others approve or disapprove of a behavior.
that about half of online customers also purchased The perceived behavioral control, which is an additional
offline, and in opposition, about 20 percent of their variable to the theory of reasoned action (Fishbein and
offline customers purchased online. Using multi-channel Ajzen, 1975), makes the theory of planned behavior
approach, online store could enhance their offline sales distinct from the original theory. The perceived
or vice versa. Those customers who purchased the behavioral control accounts for an individual’s non-
products in both online and offline, showed greater volitional aspects of behavior. This explains an
loyalty to the retailers. individual’s perception of ease or difficulty by evaluating
In 2002, online retail sales increased to $76 billion, 48 whether he/she possesses requisite resources and
percent up compared to the prior year (Forrester opportunities necessary to perform a behavior. Several
Research, 2003b). Online retail sales are expected to empirical
continue to grow up to $269 billion by 2005 (Forrester
Research, 2002). Online sales accounted for 3.6 A consumer shopping channel
percent of the total retail sales in 2002 and were
expected to reach 4.5 percent in 2003. Apparel and
accessories ranked as the third best selling product 107
category via the internet behind travel and computer
hardware (U.S. Online Consumer Sales Surge to $53 JFMM 9,1
billion in 2001, 2002). This phenomenon of fast growing
e-tailing may encourage offline retailers to expand their
selling channel to the internet using a MRS.
In the past, much of the research on e-commerce has
been focusing on the internet site as a single channel 108
rather than as a channel extension from the traditional findings (e.g. Ajzen, 1991; Doll and Ajzen, 1992)
retail format. In addition, the past research has not supported the addition of the perceived behavioral
addressed the impact of consumer attitude toward the control to the traditional attitude-behavior model to be
traditional retailer on shifting shopping channels. more plausible.
Therefore, the purpose of this study is to examine the
consumer shopping channel extension focusing on Attitude toward the traditional retailer
attitude shift from offline to online store with a theoretical Retailer name recognition may have higher impact on
approach. This research primarily adopted the theory of online purchase (Degeratu et al., 2000). Park and Stoel
planned behavior (Ajzen, 1985, 1991) to explain (in press) found that familiarity of retailer name
consumer shopping behavior in the context of the multi- influenced favorable evaluation of the retailer’s web site
shopping channel environment. The theory of planned and in turn influenced purchase intention online.
behavior was modified to strengthen the proposed Retailers who were well known in the traditional channel
model with current relevant literature in multi-channel increased consumers’ confidence of shopping in their
retailing. This study also investigated the relationships online stores. In addition, past experience with the
among consumer attitude toward the offline store, retailer and the frequency of service use also positively
attitude toward the online store, information search influenced the degree of satisfaction with the retailer.
intention from the online store, perceived behavioral Those who had frequent shopping or service
control via the online store, and purchase intention, experiences with the retailer were likely to perceive
focusing on the multi-channel retailers (click & mortars)
greater satisfaction with the retailer in both offline and linkage between attitude toward the offline store and
online shopping settings (Bolton and Drew, 1991; attitude toward the online store, only one study
Cadotte et al., 1987; Shankar et al., 2003; Vredenburg (Balabanis and Reynolds, 2001) empirically examined
and Wee, 1986). the relationship. Even though there is a little empirical
Attitude toward the retailer may influence the attitude research that examined the direct effect of attitude
toward the retailer-related promotional activity such as toward the offline store on attitude toward the online
advertising. According to MacKenzie et al. (1986), those store, based on the literature, it is reasonable to expect
who were likely to have a positive attitude toward the that the more positive attitude toward the offline store,
retailer exhibited a positive attitude toward the the more positive attitude toward the online version of
advertisement. This implied that the prior attitude toward the retailer. Therefore, the following hypothesis was
the retailer might amplify the effective communications developed (Figure 1).
between consumer and the retailer. Similarly, consumer
attitude toward the brick-and-mortar (e.g. Gap) can be
shifted to the online format of the retailer (e.g. Gap.com) H1. There is a positive relationship between attitude
that has both transactional and communicational toward the offline store and attitude toward the online
functions to enhance the performance of both formats. store.
Balabanis and Reynolds (2001) found the effect of a
prior attitude toward the traditional retailer on the
attitude toward the online version of the retailer. Attitude toward the online store
Customers who had a shopping experience with the Consumer’s attitude toward the internet may be an
traditional retailer and gained more knowledge about important determinant for internet use for product
product quality and service may trust the online store information search. Helander and Khalid (2000) found
operated by the traditional retailer. In fact, Steinfield et that a positive attitude toward e-commerce has a
al. (2002) found that click-and-mortar firms relied on significant influence on shopping from the internet. Klein
their established brand recognition from the traditional (1998) proposed that the internet may influence
channel in order to build consumer trust for the new information search behavior because of the greater
retail format. Although several researchers (e.g. convenience and accessibility. The positive attitude
Shankar et al., 2003) have addressed the possible toward the
A consumer
shopping
channel

109

Figure 1.
Proposed model predicting
a consumer shopping
channel extension

internet can increase information gathering behavior from the internet. Blackwell
et al. (2001) provided a similar notion on the positive relationship between attitude
and information search behavior. When a consumer has a positive attitude toward
the retailer, he or she is likely to exhibit greater willingness to search product
information from the retailer. Empirical evidences showed that there is a positive
effect of attitude toward the internet purchase on internet search intention (Shim
et al., 2001; Watchravesringkan and Shim, 2003). Based on the literature, it is
reasonable to expect that the more positive attitude toward the online store, the
greater amount of search intention for product information via the online store.
 Therefore, the following hypothesis was developed (Figure 1).

H2. There is a positive relationship between attitude toward the online store and
search intention for product information via the online store.

Attitude and purchase intention

The relationship between attitude and purchase intention toward the traditional
retailer has been intensively investigated in the past (George, 2002). Similarly, in
the internet context, a number of past studies (e.g. Goldsmith and Bridges, 2000;
Shim et al., 2001) showed that attitude toward the internet shopping was
positively related to internet shopping intention. The positive attitude toward the
internet shopping significantly increased intention to use the internet for
purchasing. Using the survey data from the Graphics, Visualization, and Usability
(GVU) center in 1998, George (2002) and Kwon and Lee (2003) reported the
positive impact of attitude toward the internet purchasing on the intent to purchase
via the internet. In addition, Kim et al. (2003) found that consumers who had more
favorable attitudes toward online shopping had greater intention to purchase
clothing via the internet. Watchravesringkan and Shim (2003) also confirmed a
positive causal relationship between attitude toward online shopping and online
purchase intention focusing on apparel. Similarly, Yoh et al. (2003) found that
attitude toward the internet apparel shopping influenced apparel
JFMM 9,1 online. Johnson et al. (2003) also found that people
were likely to use the internet for purchasing products
when they perceived less complexity to use the internet.
Those who used the internet for purchase believed less
difficulty to use and access to the internet, as compared
110 to those who did not use the internet for purchase. The
buying intention via the internet. Based on the technology acceptance model (Davis, 1989) also
theoretical and empirical findings in the literature, the presented the similar findings. According to O’Cass and
following hypothesis was generated (Figure 1). Fenech (2003), perceived ease of the internet use
positively influenced attitude toward the web retail and
in turn, adoption of internet shopping. Pavlou (2003)
H3. There is a positive relationship between attitude also found that intention to use the internet for
toward the online store and purchase intention via the purchasing was determined by perceived ease of the
online store. internet use. In fact, internet shoppers reported that
internet shopping was easier and more entertaining.
Those who shopped from the internet perceived less
difficulty for searching the information and purchasing
Perceived behavioral control via the online store the product online, as compared to those who did not
Internet shopping provides the numerous benefits for shop from the internet (Swinyard and Smith, 2003).
consumers such as time saving and search Goldsmith and Goldsmith (2002) also found that
convenience. However, internet shopping may require consumers who had greater confidence in their ability to
capability to access the internet and other relevant shop online were more likely to purchase products
resources (i.e. high speed internet, modem). According online, as compared to those who had less confidence.
to the theory of planned behavior (Ajzen, 1985, 1991), Therefore, based on the literature, the following
the perceived behavioral control can influence actual hypothesis was developed (Figure 1).
implementation of a behavior. Individuals who perceive
greater easiness or capability are likely to be more
confident in performing a behavior (i.e. purchase via the H4. There is a positive relationship between perceived
internet) and thus, actually implement the behavior (i.e. behavioral control via the online store and purchase
make a purchase via the online store), compared to intention via the online store.
those who perceive less easiness. Empirical evidences Applying the same logic, one who perceives more
also supported the theoretical linkage between easiness and confidence in the internet shopping is
perceived behavioral control and purchase intention. more likely to use the internet for searching product
Shim et al. (2001) found that perceived behavioral information (Shim et al., 2001). The choice model for the
control positively influenced information search intention internet and other information sources developed by
Ratchford et al. (2001) presented that the use of specific
types of sources depended on skills of using each H6. There is a positive relationship between online
source and ease of accessing a source. Ability to use search intention for product information and purchase
and access to the internet influenced use of the internet intention via the online store.
for information search. Based on the literature, it is likely
that the greater perceived behavioral control via the
online store, the greater search intention for product Method
information via the online store. Therefore, the following Subjects
hypothesis was generated (Figure 1). Two hundred and sixty two undergraduate students in a
H5. There is a positive relationship between perceived large US midwestern university volunteered to
behavioral control via the online store and online search participate in this study. These young adult consumers
intention for product information. are likely to be a great potential in multi-channel retailing
for apparel, because they are heavy buyers of clothing,
influence other consumers for spending more money for
Information search intention and purchase intention via clothing, and make a frequent purchase on the internet
the online store The relationship between intention to and offline stores (Hogg et al., 1998; Silverman, 2000).
use the internet for information search and intention to In addition, in academia, college students are generally
use the internet for purchasing was found in the online accepted for theory testing in which the multivariate
prepurchase intentions model developed by Shim et al. relationships among constructs are the major interest,
(2001). Individuals who had greater intention to use the rather than the univariate differences (Calder et al.,
internet for information search were likely to have 1981). Respondents received extra course credits as an
greater intention to use the internet for purchasing. incentive for participation in the class.
Klein’s (1998) economics of information search model A consumer shopping channel
addressed that consumers would choose the least
costly way for searching and purchasing the goods and
services. Searching and purchasing within one channel
(e.g. the internet) may be perceived as more costly than 111
searching and purchasing in the multiple channels. JFMM 9,1
Thus, consumers may choose a single channel to
reduce shopping cost rather than use multiple channels
for gathering information and purchasing products.
Ratchford et al. (2003) also found that consumers were
likely to search more information from the internet when
purchasing products online. Purchase intention via the 112
internet increased as a function of the amount of online Instrument
search intention for product information (Ratchford et Scales for hypotheses. Three of six items (e.g.
al., 2003). Lohse et al. (2000) found that individuals who disagreeable-agreeable, unpleasant-pleasant, and
were likely to use the internet for product information negative-positive) developed by Stayman and Batra
search had greater purchase intention from the internet. (1991) were used to measure attitudes toward the
In addition, Rowley (2000) suggested that frequent offline store and online store, using a five-point semantic
internet browsing for information search eventually lead bipolar scale. The reported reliability in Stayman and
to frequent internet purchase. Similarly, online Batra (1991) was 0.96. Two items developed by the
purchasers were likely to spend more time on the researchers were used to measure product information
internet, as compared to non-online purchasers. This search intention via the online store. For example, the
may indicate that the amount of the internet use for question, “How likely is that you will search for apparel
information search influences purchasing behavior product information via this online store?” was asked
online (Swinyard and Smith, 2003). The positive using a five-point Likert-type scale ranging from 1
relationship between internet information search (strongly dislikely) to 5 (strongly likely). Perceived
intention and internet purchase intention was also found behavioral control via the online store was assessed
for apparel products in the previous studies (Shim et al., using three items reported in Ajzen (1991). These items
2001; Watchravesringkan and Shim, 2003). Based on were then, revised to reflect the internet apparel
the literature, it is reasonable to expect that people who shopping context (e.g. “I am confident to shop from this
have greater search intention for product information via online store for apparel products.”). To assess purchase
the online store are likely to have greater purchase intention from the online store, two items were
intention via the online store, as compared to people developed by the researchers (e.g. I would be willing to
who have lower search intention for product information buy apparel through this online store). A five-point
via the online store. Thus, the following hypothesis was Likert-type scale ranging from 1 (strongly disagree) to 5
developed (Figure 1). (strongly agree) was used for perceived behavioral
control and purchase intention from the online store. clothing from the self-selected physical store for two to
Demographics and shopping behavior. Respondents five times, 21 percent reported six to ten times, and
provided some demographic information including age, another 21 percent reported more than ten times in the
ethnic background, and sex. Respondents were also past 12 months. The averaged amount of money that
asked to select one favorite retailer who operate both they spent on purchasing during the past 12 months
offline and online channels and then, answer the was about $200.
questions related to their past shopping experience Less than half (46.1 percent) reported that they had
such as the number of shopping for apparel purchase searched clothing information from the self-selected
via the self-selected traditional retailer, the number of online store for every few month (28.2 percent) or every
apparel purchases made in the past 12 months, and the month (17.9 percent) in the past 12 months. About a
amount of money spent in the self-selected traditional quarter (26.3 percent) reported that they purchased
retailer for apparel purchase. Those questions were clothing from the self-selected online store for two to five
repeated for the online version of the retailer. times and 18.7 percent reported they purchased once.
Forty four percent reported that they had not made any
purchase for apparel via the online store. About 36
Procedure percent spent less than $200 on clothing purchase and
Respondents completed a self-administered 13.7 percent spent from $201 to $500 on clothing
questionnaire for this study. Respondents were first purchase. This is consistent with the previous findings
asked to recall their favorite traditional retailer that also about college students’ internet purchase behavior
operate online store, based on their past shopping (Shop.org, 2003).
experience in both shopping channels. They were then
asked to identify and place the retailer’s name in the
blank given in the questionnaire. Next, respondents Measurement model
were asked to answer the questions derived from the The conceptual model consists of two exogenous
prior experience with the retailer that they had chosen. variables (attitude toward the offline store and perceived
behavioral control via the online store) and three
endogenous variables (attitude toward the online store,
Results information search intention via the online store, and
Preliminary analyses purchase intention via the online store). The six
The mean age of respondents (n ¼ 262) was about 21 hypotheses in the proposed model (Figure 1) were
years. Approximately, 97 percent were between the tested using the analysis of moment structures (AMOS)
ages of 18-25 years. About 80 percent were female. version 4.0. Correlations among construct measures
Thus, our sample is limited to female college students. and descriptive statistics were shown in Table I. All five
This demographic group is, however, meaningful to research constructs were positively correlated with each
investigate for apparel multichannel retailers due to the other (, 0:05).
strong consumer demand and buying power. According A confirmatory factor analysis was conducted for the
to the Youth/Harris Interactive College Explorer study, measurement model. The measurement model specifies
college students spent about $200 billion per year and how the observed variables (indicators) relate to
an average of $287 a month on discretionary items unobserved variables (latent constructs) (Kline, 1998).
other than tuition, books/school fees, etc. (Harris Table II presents the results of
Interactive, 2002). Female students tended to show
higher fashion interest and spend more money on
clothing than male students (Han et al., 1991). In
addition, about 93 percent of college students accessed
the internet (Harris Interactive, 2002).
The majority of respondents were Caucasian American
(85.9 percent), followed by Asian heritage (8.8 percent)
and African American (3.1 percent). More than 85
percent of respondents had purchased a product over
the internet and more than 71 percent reported their
previous purchase experience of apparel on the
internet. About 41 percent of respondents reported that
they visited the self-selected physical store to search for
clothing information in “every few month”, 24 percent
reported “every month”, and another 21 percent
reported “once or twice” in the past 12 months. About 42
percent of respondents reported that they purchased
Correlations Table I.
Model constructs Mean SD 1 2 3 4 5 Descriptive statistics and correlation matrix of model constructs
JFMM 9,1
1. Attitude toward purchasing via offline store 4.29 0.82 –
2. Perceived behavioral control over online
purchase 4.05 1.05 0.11* –
3. Attitude toward purchasing via online
version of the store 3.85 0.98 0.42*** 0.47*** – 4. Information
search intention via the 114
internet 3.81 1.11 0.19** 0.50*** 0.53*** – 5. Purchasing intention the measurement model, including standardized factor
via online store 3.65 1.25 0.13* 0.65*** 0.57*** 0.70*** –
loadings, standard error (SE), t-values, average
Notes: *p , 0.05; **p , 0.01; ***p , 0.001 variance extracted, and squared multiple correlations for
A consumer each indicators. The confirmatory factor analysis of the
shopping measurement model on multi-item scales showed that
each factor loadings of indicators in each construct were
channel statistically significant and sufficiently high for structural
model testing. The average variance extracted offers
the information about “the amount of variance that is
captured by the construct in relation to the amount of
113 variance due to measurement error (p. 45)” and is
considered as a more conservative measure than
construct reliability (Fornell and Larcker, 1981). Fornell
and Larcker (1981) suggested that the latent construct
has a reliable measurement structure when the value of
average variance extracted is over 0.50. In this study,
the values for the five research constructs ranged from
0.66 to 0.89. These indicated that all five research
variables achieved a range of fairly good to very good
reliabilities among indicators to measure the latent
constructs. In addition, all squared multiple correlations
of indicators in the measurement model were higher
than 0.50, which revealed that the latent construct
accounted for more than half of the explained variance
in each indicator. Thus, both the average variance
extracted and the squared multiple correlations of
indicators showed that the measurement model was
reliable and valid to conduct subsequent structural
equation model analysis and to test the proposed
hypotheses (Table II).

Structural model: hypotheses testing

The analysis of causal model was conducted using a
maximum likelihood estimation, which has been
commonly employed in the structural modeling (Hair et
al., 1998). The overall fit indices for the proposed model
revealed a chi-square of 155.38 (df ¼ 58; p # 0:001),
goodness-of-fit index (GFI) of 0.92, normed fit index
(NFI) of 0.95, comparative fit index (CFI) of 0.97, and
root mean square error of approximation (RMSEA) of
0.08. Fit statistics above 0.90 for GFI, NFI, and CFI
were used as an indicator of a good model fit to the data
(Bagozzi and Yi, 1988; Hair et al., 1998). Following
Bagozzi and Yi (1988), the chi-square statistic was not
considered a good indicator for model fit because n was
over 200 in this study. Therefore, the indices indicated
that the proposed model fits the data well.
Figure 2 displays the final model with structural path (3) attitude toward the online store on purchase
coefficients and t-values for each relationship as well as intention via the online store (b31 ¼ 0:20; t ¼ 3:30; p #
squared multiple correlations (R 2) for each endogenous 0:001);
construct. The results indicated support for all proposed (4) perceived behavioral control via the online store on
hypotheses, suggesting the direct effect of: information search intention via the online store (g22 ¼
(1) attitude toward the offline store on attitude toward 0:29; t ¼ 4:14; p # 0:001);
the online store (g11 ¼ 0:42; t ¼ 6:83; p # 0:001); (5) perceived behavioral control via the online store on
(2) attitude toward the online store on information purchase intention via the online store (g32 ¼ 0:36; t ¼
search intention (b21 ¼ 0:41; t ¼ 6:78; p # 0:001); 5:58; p # 0:001); and

Construct/indicatora j1 (attitude toward Standardized Average variance

extractedb
A consumer
purchasing via the factor loading
(CFA) SE t Squared multiple shopping
correlation channel

offline store) 0.85 X1 0.89 – – 0.80 X2 0.94 0.042 24.15 0.87 X3 control via the online store exhibited the strongest total
0.95 0.042 24.67 0.89 effect (0.51), followed by the direct and total effect of
j2 (Perceived behavioral control via the information search intention via the online store (0.45).
online purchase) 0.74 X4 0.88 – – 0.69 X5 0.95 0.062 15.20 0.90 X6 The model also explained the moderate amount of
0.80 0.067 17.82 0.64 variance in information search intention via the online
h1 (attitude toward purchasing via the store (29 percent). All predictor variables had significant
online version of the store) 0.89 Y1 0.94 – – 0.88 Y2 0.95 0.033 direct and indirect effects (Table III). Considering the
31.35 0.90 Y3 0.94 0.033 30.57 0.89 total effects of all constructs on information search
intention via the online store, attitude toward the online
h2 (Information search intention via the store
online store) 0.82 Y4 0.88 – – 0.78 Y5 0.92 0.074 15.44 0.85
h3 (purchasing intention via the online 115
store) 0.66 Y6 0.90 – – 0.81 Y7 0.71 0.107 10.69 0.50
Notes: aMeasurement based on a five-point Likert scale where
1=“Strongly Disagree” and 5=“Strongly Agree”; baverage variance
extracted is considered more conservative way to evaluate the
measurement model and was calculated as suggested by Hair et
al. (1998) and Fornell and Larcker (1981)

(6) information search intention via the online store and

purchase intention via the online store (b32 ¼ 0:45; t ¼
5:99; p # 0:001).
Therefore, H1-H6 were supported.
To further examine the effects of attitudes, perceived
behavioral control, and information search intention on
purchase intention, the decomposition of direct, indirect,
and total effects of predictor variables on endogenous
variables was analyzed. The proposed model explained
a substantial amount of variance in purchase intention
via online retailer (57 percent) (Table III). All predictor
variables had significant direct and/or indirect effects.
Considering the total effects of all constructs on Table II.
purchase intention via online store, perceived behavioral Measurement model results for hypothetical model with new factor
structures
JFMM
9,1

116

Figure 2.
Final model predicting
a consumer shopping
channel extension

exhibited the strongest direct and total effects (0.41) followed by the direct effect
of perceived behavioral control via the online store (0.33).

Discussion and implications

The present study provides evidence of consumer shopping channel extension
focusing on the effect of consumer’s prior attitude toward the offline retailer on
attitude shift toward the online version of the retailer. As expected, the results
exhibited that consumer’s attitude toward the traditional retailer positively
predicted attitude toward the online version of the retailer. This supports the
previous literature (Balabanis and Reynolds, 2001) that found attitude shift from
offline store to online store. This finding can strengthen the current MRS for click-
and-mortar retailers who operate both a traditional channel and a new channel
format (e.g. online store), such as Gap, Banana Republics, and Abercrombie &
Fitch. Creating and enhancing consumer attitude toward the offline store may be
the key point that can positively influence attitude toward the online store. Store
image and service consistency between or among multi-channels also may be
beneficial for retailers to enhance consumer’s attitude toward the online store.
The present study also implies the importance of creating multiple channels to
satisfy consumer’s demand and thus, be successful in achieving business goals.
Benefits and values of the existing image and/or reputation of the traditional retail
store can be transferred to the online format. The click-and-mortars can perform
better than click-only retailers, possibly because they already established the
stable segment of target customers and build retailer trust.
Information search intention via the online Purchase intention via the online store channel
store A consumer shopping
Indirect effect Total effect Direct effect
Predictor variables Attitude toward
purchase via the Direct effect Indirect effect Total
effect
117
offline store 0.17 – 0.17 0.16 – 0.16 Perceived behavioral control online purchase – 0.33 0.33 0.15 0.36 0.51 Attitude toward
via the purchase via the
online store – 0.41 0.41 0.18 0.20 0.38 Information search on information search
intention via the intention and purchase intention via online retailer
online store – – – – 0.45 0.45 R 2 – – 0.29 – – 0.57 JFMM 9,1
Notes: Standardized path estimates are reported. All path
estimates are significant at p , 0:05

The results also showed that positive attitude toward the

online store shifted from attitude toward the offline store 118
increased search intention of product information via the Due to the lack of the current multi-channel retailing
online store. This implies that online store can serve as literature, this study adds valuable empirical findings to
not only a transactional channel but also an information the literature and serves as a step stone for the future
search channel. Multi-channels using both offline and research. This present study also contributed to extend
online may interact to create the best outcome in a theory of planned behavior (Ajzen, 1985, 1991) and
supporting each channel. Due to the nature of apparel an online prepurchase intentions model (Shim et al.,
that needs sensory examination for purchase (e.g. 2001) in the multi-channel retailing setting. Strong
fitting, touching) (McCorkle, 1990), consumers often support for the relationships among attitude, perceived
avoid purchasing directly from the online store and behavioral control, information search, and purchase
instead, use the online channel to obtain product and intention online were found. Retailers who operate an
service information (Elliot and Fowell, 2000). Positive online store as well as an offline store may develop both
attitude toward the online store built from attitude toward effective search tools online and web site design to
the offline store can lead customers to use online store reduce perceived difficulty of searching information and
for searching product and service information and utilize to enhance perceived behavioral control.
such information to confirm purchase in the offline store. Future research may explore the interactive functions of
Co-existence of offline and online stores may create a offline and online channels for retailers and possible
synergy effect based on their complementary and extensions of current brick-and-mortar retailers to click-
interactive functions to effectively enhance consumer and-mortars using cost and benefit analysis. Moreover,
shopping experience. The model developed in this study consumer perception of loyalty and trust to the retailer
can provide the rationale for the retailers for can be assessed to explain attitude shifts from offline
implementing MRS strategy and also explain the current store to online store in the future research.
phenomena of successful cases in click-and-mortar Understanding the effect of familiarity with the retailer or
retailers. brand on apparel purchase online would be beneficial to
This study revealed that purchase intention online can the retailer to develop multi-channel marketing strategy
be explained by attitude toward the offline store, attitude to expand the shopping channel. The limitation of this
toward the online store, and online search intention, study was the nature of the respondents. Lack of
respectively. Thus, it is important for retailers to build randomness in the sample may reduce external validity
positive attitude toward online store at the outset which of our findings across various populations. In addition,
also influences online shopping behavior. Role of our implications may be useful to the multi-channel
current offline channel may be even more important to retailers who target college-aged consumers.
increase online sales. Bringing existing customers from
offline store to online store may be even easier for the
retailer who has achieved positive reputation in the
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