Measuring Customer Attitudes Toward Single Vs. Hybrid Retail Formats: Impact Of Gender And Brand Name Familiarity

Yoon C. Cho

11 citations0/0 files storedJournal of Applied Business Research (JABR)

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Numerous researchers have focused on the issues of online businesses, but not many studies have addressed the issues of catalogue business expansion to online business. This study raises questions that customer attitudes toward those companies offering a combination of catalogue and e-business differ from those offering catalogue or e-business only. A statistical report (www.thestandard.com 2002) shows that the profitability of catalogue business with online is about 79% in 2002, while the profitability of pure e-business is about 36%. In addition, this study explores variables, such as gender and brand name impact, and also consumer satisfaction, factors that are highly related to the customers’ willingness to purchase. Experiments with survey methods have been applied to analyze these research issues. The major findings provide implications and offer suggestions to various retail formats, such as catalogue business, e-business, and e-business including catalogue sales.

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1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1980Understanding Attitudes and Predicting Social Behavior 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1971The Theory of Buyer Behavior 1997Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces 2001Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment☆11☆This article is based upon the first author’s doctoral dissertation completed while at Georgia Institute of Technology.1983The measurement of user information satisfaction 1977Effect of expectation and disconfirmation on postexposure product evaluations: An alternative interpretation.

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