How website browsing impacts expectations of store features
Goudey, Alain; Loupiac, Philippine (2019), How website browsing impacts expectations of store features, International Journal of Retail and Distribution Management, 48, 1, p. 92-108. 10.1108/IJRDM-07-2018-0146
TypeArticle accepté pour publication ou publié
Journal nameInternational Journal of Retail and Distribution Management
MetadataShow full item record
Abstract (EN)E-commerce has become a key component of brand retail strategies since the advent of omni-channel distributions. Many researchers have investigated the strategic role of e-commerce, and some recent articles show the importance of exploring the impact of this distribution model on consumer behaviour. However, there is no study focusing on how visits to a website create expectations of the shop. Relying on the expectancy-value theory and the omni-channel literature, the purpose of this paper is to fill this gap by focusing on how the digital channel can create expectations for the physical channel.
Subjects / KeywordsRetail; e-commerce; Omni-channel; Store atmospherics; Website atmospherics
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