| 英文摘要 |
This research examines the interaction between online and offline operations. It proposes a model that examines the effect of broadening a multichannel retailer’s offline store on positive online-attitude and online-purchase intention. The empirical study collected 520 valid questionnaires. Structural equation modeling (SEM) was applied to examine the research model hypotheses. In a multichannel retailer’s online operation, it was found that basic attributes positively influence online-attitude, that perceived risk negatively influences online-attitude, and that online-attitude positively influences online-purchase intention. In a multichannel retailer’s offline operation, it was found that firm reputation positively influences offline-attitude, which in turn positively influences online-attitude. Offline-attitude positively influences offline-purchase intention, which positively influences online-purchase intention. In sum, by increasing its offline store, a multichannel retailer can improve online-attitude and online-purchase intention. |
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