A consumer shopping channel extension model: attitude shift toward the online store

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.