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JFMM PRACTITIONER PAPER

9,1
A consumer shopping channel
extension model: attitude shift
106
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:
(1) click-and-mortars who respond consumer demand through offline and online
stores (e.g. BestBuy.com, Gap.com, Barnes and Noble.com, Macys.com); and
(2) catalog firms that present their print catalogs on the web (e.g. J.Crew.com,
Landsend.com).
According to Gartner’s (2002) research, approximately 75 percent of retailer
Journal of Fashion Marketing and respondents had a multi-channel retailing strategy (MRS) either in place or in plan
Management
Vol. 9 No. 1, 2005 to enhance the firm’s overall performance. Multi-channel retailers who sold the
pp. 106-121
q Emerald Group Publishing Limited
1361-2026
This research was funded by the College of Family and Consumer Science at Iowa State
DOI 10.1108/13612020510586433 University. This paper has been reviewed in the same manner as an academic paper.
products across online and traditional channels accounted for more than 67 percent of A consumer
online retailing. More than 50 percent of multi-channel retailers reported positive shopping
operating margins for online business in 2001 (Shop.org, 2002). Forrester Research
(2003a) reported that about half of online customers also purchased offline, and in channel
opposition, about 20 percent of their offline customers purchased online. Using
multi-channel approach, online store could enhance their offline sales or vice versa.
Those customers who purchased the products in both online and offline, showed 107
greater loyalty to the retailers.
In 2002, online retail sales increased to $76 billion, 48 percent up compared to the
prior year (Forrester Research, 2003b). Online retail sales are expected to continue to
grow up to $269 billion by 2005 (Forrester Research, 2002). Online sales accounted for
3.6 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 category via the
internet behind travel and computer hardware (U.S. Online Consumer Sales Surge to
$53 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 rather than as a channel extension from the traditional retail
format. In addition, the past research has not addressed the impact of consumer
attitude toward the traditional retailer on shifting shopping channels. Therefore, 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. This research
primarily adopted the theory of planned behavior (Ajzen, 1985, 1991) to explain
consumer shopping behavior in the context of the multi-shopping channel
environment. The theory of planned behavior was modified to strengthen the
proposed model with current relevant literature in multi-channel retailing. This study
also investigated the relationships among consumer attitude toward the offline store,
attitude toward the online store, information search intention from the online store,
perceived behavioral control via the online store, and purchase intention, focusing on
the multi-channel retailers (click & mortars) who sell apparel products in both offline
and online stores.

Theoretical framework
The theory of planned behavior
The theory of planned behavior (Ajzen, 1985, 1991) posits that attitude toward a
behavior, subjective norm, and perceived behavioral control are the antecedents of
intention to perform a behavior. Attitude toward a behavior is referred as an
individual’s positive or negative evaluation of a relevant behavior and is composed of
an individual’s salient beliefs regarding the perceived consequences of performing
behavior. Subjective norm is a function of normative beliefs, which represents an
individual’s perception of whether significant others approve or disapprove of a
behavior. The perceived behavioral control, which is an additional variable to the
theory of reasoned action (Fishbein and Ajzen, 1975), makes the theory of planned
behavior distinct from the original theory. The perceived behavioral control accounts
for an individual’s non-volitional aspects of behavior. This explains an individual’s
perception of ease or difficulty by evaluating whether he/she possesses requisite
resources and opportunities necessary to perform a behavior. Several empirical
JFMM findings (e.g. Ajzen, 1991; Doll and Ajzen, 1992) supported the addition of the perceived
9,1 behavioral control to the traditional attitude-behavior model to be more plausible.

Attitude toward the traditional retailer

Retailer name recognition may have higher impact on online purchase (Degeratu et al.,
2000). Park and Stoel (in press) found that familiarity of retailer name influenced
108 favorable evaluation of the retailer’s web site and in turn influenced purchase intention
online. Retailers who were well known in the traditional channel increased consumers’
confidence of shopping in their online stores. In addition, past experience with the
retailer and the frequency of service use also positively influenced the degree of
satisfaction with the retailer. Those who had frequent shopping or service experiences
with the retailer were likely to perceive greater satisfaction with the retailer in both
offline and online shopping settings (Bolton and Drew, 1991; Cadotte et al., 1987;
Shankar et al., 2003; Vredenburg and Wee, 1986).
Attitude toward the retailer may influence the attitude toward the retailer-related
promotional activity such as advertising. According to MacKenzie et al. (1986), those
who were likely to have a positive attitude toward the retailer exhibited a positive
attitude toward the advertisement. This implied that the prior attitude toward the
retailer might amplify the effective communications 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) that has both transactional
and communicational functions to enhance the performance of both formats. 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. Customers who had a shopping
experience with the traditional retailer and gained more knowledge about product
quality and service may trust the online store operated by the traditional retailer.
In fact, Steinfield et al. (2002) found that click-and-mortar firms relied on their
established brand recognition from the traditional channel in order to build consumer
trust for the new retail format. Although several researchers (e.g. Shankar et al., 2003)
have addressed the possible linkage between attitude toward the offline store and
attitude toward the online store, only one study (Balabanis and Reynolds, 2001)
empirically examined the relationship. Even though there is a little empirical research
that examined the direct effect of attitude toward the offline store on attitude toward
the online store, based on the literature, it is reasonable to expect that the more positive
attitude toward the offline store, the more positive attitude toward the online version of
the retailer. Therefore, the following hypothesis was developed (Figure 1).

H1. There is a positive relationship between attitude toward the offline store and
attitude toward the online store.

Attitude toward the online store

Consumer’s attitude toward the internet may be an important determinant for internet
use for product information search. Helander and Khalid (2000) found that a positive
attitude toward e-commerce has a significant influence on shopping from the internet.
Klein (1998) proposed that the internet may influence information search behavior
because of the greater convenience and accessibility. The positive attitude 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 buying intention via the internet. Based on the theoretical and empirical findings in the
9,1 literature, the following hypothesis was generated (Figure 1).

H3. There is a positive relationship between attitude toward the online store and
purchase intention via the online store.

110
Perceived behavioral control via the online store
Internet shopping provides the numerous benefits for consumers such as time saving
and search convenience. However, internet shopping may require capability to access
the internet and other relevant resources (i.e. high speed internet, modem). According
to the theory of planned behavior (Ajzen, 1985, 1991), the perceived behavioral control
can influence actual 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 internet) and thus, actually implement the behavior (i.e. make a
purchase via the online store), compared to those who perceive less easiness. Empirical
evidences also supported the theoretical linkage between perceived behavioral control
and purchase intention. Shim et al. (2001) found that perceived behavioral control
positively influenced information search intention 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 to those who did
not use the internet for purchase. The technology acceptance model (Davis, 1989) also
presented the similar findings. According to O’Cass and Fenech (2003), perceived ease
of the internet use positively influenced attitude toward the web retail and in turn,
adoption of internet shopping. Pavlou (2003) also found that intention to use the
internet for purchasing was determined by perceived ease of the 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 the product online, as compared to those who did not shop
from the internet (Swinyard and Smith, 2003). Goldsmith and Goldsmith (2002) also
found that consumers who had greater confidence in their ability to shop online were
more likely to purchase products online, as compared to those who had less confidence.
Therefore, based on the literature, the following hypothesis was developed (Figure 1).

H4. There is a positive relationship between perceived behavioral control via the
online store and purchase intention via the online store.
Applying the same logic, one who perceives more easiness and confidence in the
internet shopping is more likely to use the internet for searching product information
(Shim et al., 2001). The choice model for the 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 source and ease of accessing a source. Ability to use
and access to the internet influenced use of the internet 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 information via the online store.
Therefore, the following hypothesis was generated (Figure 1).
 H5. There is a positive relationship between perceived behavioral control via the A consumer
online store and online search intention for product information. shopping
channel
Information search intention and purchase intention via the online store
The relationship between intention to use the internet for information search and
intention to use the internet for purchasing was found in the online prepurchase
intentions model developed by Shim et al. (2001). Individuals who had greater intention
111
to use the internet for information search were likely to have greater intention to use
the internet for purchasing. Klein’s (1998) economics of information search model
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 searching and purchasing in the
multiple channels. 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 internet increased as a function of the amount of online search intention for product
information (Ratchford et al., 2003). Lohse et al. (2000) found that individuals who were
likely to use the internet for product information search had greater purchase intention
from the internet. In addition, Rowley (2000) suggested that frequent internet browsing
for information search eventually lead to frequent internet purchase. Similarly, online
purchasers were likely to spend more time on the internet, as compared to non-online
purchasers. This may indicate that the amount of the internet use for information
search influences purchasing behavior online (Swinyard and Smith, 2003). The positive
relationship between internet information search intention and internet purchase
intention was also found for apparel products in the previous studies (Shim et al., 2001;
Watchravesringkan and Shim, 2003). Based on the literature, it is reasonable to expect
that people who have greater search intention for product information via the online
store are likely to have greater purchase intention via the online store, as compared to
people who have lower search intention for product information via the online store.
Thus, the following hypothesis was developed (Figure 1).

H6. There is a positive relationship between online search intention for product
information and purchase intention via the online store.

Method
Subjects
Two hundred and sixty two undergraduate students in a large US midwestern
university volunteered to participate in this study. These young adult consumers 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
clothing, and make a frequent purchase on the internet and offline stores (Hogg et al.,
1998; Silverman, 2000). In addition, in academia, college students are generally
accepted for theory testing in which the multivariate relationships among constructs
are the major interest, rather than the univariate differences (Calder et al., 1981).
Respondents received extra course credits as an incentive for participation in the class.
JFMM Instrument
9,1 Scales for hypotheses. Three of six items (e.g. disagreeable-agreeable,
unpleasant-pleasant, and negative-positive) developed by Stayman and Batra (1991)
were used to measure attitudes toward the offline store and online store, using a
five-point semantic bipolar scale. The reported reliability in Stayman and Batra (1991)
was 0.96. Two items developed by the researchers were used to measure product
112 information search intention via the online store. For example, the question, “How
likely is that you will search for apparel product information via this online store?” was
asked using a five-point Likert-type scale ranging from 1 (strongly dislikely) to 5
(strongly likely). Perceived behavioral control via the online store was assessed using
three items reported in Ajzen (1991). These items were then, revised to reflect the
internet apparel shopping context (e.g. “I am confident to shop from this online store
for apparel products.”). To assess purchase intention from the online store, two items
were developed by the researchers (e.g. I would be willing to buy apparel through this
online store). A five-point Likert-type scale ranging from 1 (strongly disagree) to 5
(strongly agree) was used for perceived behavioral control and purchase intention from
the online store.
Demographics and shopping behavior. Respondents provided some demographic
information including age, ethnic background, and sex. Respondents were also asked
to select one favorite retailer who operate both offline and online channels and then,
answer the questions related to their past shopping experience such as the number of
shopping for apparel purchase via the self-selected traditional retailer, the number of
apparel purchases made in the past 12 months, and the amount of money spent in the
self-selected traditional retailer for apparel purchase. Those questions were repeated
for the online version of the retailer.

Procedure
Respondents completed a self-administered questionnaire for this study. Respondents
were first asked to recall their favorite traditional retailer that also operate online store,
based on their past shopping 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 were asked to answer the questions derived from the prior
experience with the retailer that they had chosen.

Results
Preliminary analyses
The mean age of respondents (n ¼ 262) was about 21 years. Approximately, 97 percent
were between the ages of 18-25 years. About 80 percent were female. Thus, our sample
is limited to female college students. This demographic group is, however, meaningful
to investigate for apparel multichannel retailers due to the strong consumer demand
and buying power. According to the Youth/Harris Interactive College Explorer study,
college students spent about $200 billion per year and an average of $287 a month on
discretionary items other than tuition, books/school fees, etc. (Harris 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 A consumer
Asian heritage (8.8 percent) and African American (3.1 percent). More than 85 percent shopping
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 channel
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. 113
About 42 percent of respondents reported that they purchased clothing from the
self-selected physical store for two to five times, 21 percent reported six to ten times,
and another 21 percent reported more than ten times in the past 12 months.
The averaged amount of money that they spent on purchasing during the past
12 months was about $200.
Less than half (46.1 percent) reported that they had searched clothing information
from the self-selected online store for every few month (28.2 percent) or every month
(17.9 percent) in the past 12 months. About a quarter (26.3 percent) reported that they
purchased clothing from the self-selected online store for two to five 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 percent spent less than
$200 on clothing purchase and 13.7 percent spent from $201 to $500 on clothing
purchase. This is consistent with the previous findings about college students’ internet
purchase behavior (Shop.org, 2003).

Measurement model
The conceptual model consists of two exogenous variables (attitude toward the offline
store and perceived behavioral control via the online store) and three endogenous
variables (attitude toward the online store, information search intention via the online
store, and purchase intention via the online store). The six hypotheses in the proposed
model (Figure 1) were tested using the analysis of moment structures (AMOS) version
4.0. Correlations among construct measures and descriptive statistics were shown in
Table I. All five research constructs were positively correlated with each other
(, 0:05).
A confirmatory factor analysis was conducted for the measurement model. The
measurement model specifies how the observed variables (indicators) relate to
unobserved variables (latent constructs) (Kline, 1998). Table II presents the results of

Correlations
Model constructs Mean SD 1 2 3 4 5

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 Table I.
internet 3.81 1.11 0.19** 0.50*** 0.53*** – Descriptive statistics and
5. Purchasing intention via online store 3.65 1.25 0.13* 0.65*** 0.57*** 0.70*** – correlation matrix of
Notes: *p , 0.05; **p , 0.01; ***p , 0.001 model constructs
JFMM the measurement model, including standardized factor loadings, standard error (SE),
9,1 t-values, average variance extracted, and squared multiple correlations for each
indicators. The confirmatory factor analysis of the measurement model on multi-item
scales showed that each factor loadings of indicators in each construct were
statistically significant and sufficiently high for structural model testing. The average
variance extracted offers the information about “the amount of variance that is
114 captured by the construct in relation to the amount of 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 coefficients and t-values for
each relationship as well as squared multiple correlations (R 2) for each endogenous
construct. The results indicated support for all proposed hypotheses, suggesting the
direct effect of:
(1) attitude toward the offline store on attitude toward the online store (g11 ¼ 0:42;
t ¼ 6:83; p # 0:001);
(2) attitude toward the online store on information search intention (b21 ¼ 0:41;
t ¼ 6:78; p # 0:001);
(3) attitude toward the online store on purchase intention via the online store
(b31 ¼ 0:20; t ¼ 3:30; p # 0:001);
(4) perceived behavioral control via the online store on information search intention
via the online store (g22 ¼ 0:29; t ¼ 4:14; p # 0:001);
(5) perceived behavioral control via the online store on purchase intention via the
online store (g32 ¼ 0:36; t ¼ 5:58; p # 0:001); and
 Standardized Average Squared
A consumer
factor loading variance multiple shopping
Construct/indicatora (CFA) SE t extractedb correlation channel
j1 (attitude toward purchasing via the
offline store) 0.85
X1 0.89 – – 0.80 115
X2 0.94 0.042 24.15 0.87
X3 0.95 0.042 24.67 0.89
j2 (Perceived behavioral control via the
online purchase) 0.74
X4 0.88 – – 0.69
X5 0.95 0.062 15.20 0.90
X6 0.80 0.067 17.82 0.64
h1 (attitude toward purchasing via the
online version of the store) 0.89
Y1 0.94 – – 0.88
Y2 0.95 0.033 31.35 0.90
Y3 0.94 0.033 30.57 0.89
h2 (Information search intention via the
online store) 0.82
Y4 0.88 – – 0.78
Y5 0.92 0.074 15.44 0.85
h3 (purchasing intention via the online
store) 0.66
Y6 0.90 – – 0.81
Y7 0.71 0.107 10.69 0.50 Table II.
Notes: aMeasurement based on a five-point Likert scale where 1=“Strongly Disagree” and Measurement model
5=“Strongly Agree”; baverage variance extracted is considered more conservative way to evaluate the results for hypothetical
measurement model and was calculated as suggested by Hair et al. (1998) and Fornell and Larcker model with new factor
(1981) structures

(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 purchase
intention via online store, perceived behavioral control via the online store exhibited
the strongest total effect (0.51), followed by the direct and total effect of information
search intention via the online store (0.45).
The model also explained the moderate amount of variance in information search
intention via the online store (29 percent). All predictor variables had significant direct
and indirect effects (Table III). Considering the total effects of all constructs on
information search intention via the online store, attitude toward the online store
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
A consumer
intention via the Purchase intention via the shopping
online store online store channel
Indirect Direct Total Indirect Direct Total
Predictor variables effect effect effect effect effect effect

Attitude toward purchase via the 117

offline store 0.17 – 0.17 0.16 – 0.16
Perceived behavioral control via the Table III.
online purchase – 0.33 0.33 0.15 0.36 0.51 Examining indirect,
Attitude toward purchase via the direct, and total effects of
online store – 0.41 0.41 0.18 0.20 0.38 predictor variables on
Information search intention via the information search
online store – – – – 0.45 0.45 intention and purchase
R2 – – 0.29 – – 0.57 intention via online
Notes: Standardized path estimates are reported. All path estimates are significant at p , 0:05 retailer

The results also showed that positive attitude toward the online store shifted from
attitude toward the offline store increased search intention of product information via
the online store. This implies that online store can serve as not only a transactional
channel but also an information search channel. Multi-channels using both offline and
online may interact to create the best outcome in supporting each channel. Due to the
nature of apparel that needs sensory examination for purchase (e.g. fitting, touching)
(McCorkle, 1990), consumers often avoid purchasing directly from the online store and
instead, use the online channel to obtain product and service information (Elliot and
Fowell, 2000). Positive attitude toward the online store built from attitude toward the
offline store can lead customers to use online store for searching product and service
information and utilize such information to confirm purchase in the offline store.
Co-existence of offline and online stores may create a synergy effect based on their
complementary and interactive functions to effectively enhance consumer shopping
experience. The model developed in this study can provide the rationale for the
retailers for implementing MRS strategy and also explain the current phenomena of
successful cases in click-and-mortar retailers.
This study revealed that purchase intention online can be explained by attitude
toward the offline store, attitude toward the online store, and online search intention,
respectively. Thus, it is important for retailers to build positive attitude toward online
store at the outset which also influences online shopping behavior. Role of current
offline channel may be even more important to 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 competitive market.
The results showed the strong positive impact of information search intention on
purchase intention via the online store. This suggests the important marketing
implications to not only click-and-mortar retailers but also click retailers. To attract
internet browsers who may become active purchasers, retailers should provide the
in-depth, verbal and visual information to assist purchase decisions online. Both
quantity and quality of the information content must be secured. In addition, online
customer service must be provided to ensure customer satisfaction with shopping
experience.
JFMM Due to the lack of the current multi-channel retailing literature, this study adds
9,1 valuable empirical findings to the literature and serves as a step stone for the future
research. This present study also contributed to extend a theory of planned behavior
(Ajzen, 1985, 1991) and an online prepurchase intentions model (Shim et al., 2001) in the
multi-channel retailing setting. Strong support for the relationships among attitude,
perceived behavioral control, information search, and purchase intention online were
118 found. Retailers who operate an online store as well as an offline store may develop
both effective search tools online and web site design to reduce perceived difficulty of
searching information and to enhance perceived behavioral control.
Future research may explore the interactive functions of offline and online channels
for retailers and possible extensions of current brick-and-mortar retailers to
click-and-mortars using cost and benefit analysis. Moreover, consumer perception of
loyalty and trust to the retailer can be assessed to explain attitude shifts from offline
store to online store in the future research. Understanding the effect of familiarity with
the retailer or brand on apparel purchase online would be beneficial to the retailer to
develop multi-channel marketing strategy to expand the shopping channel. The
limitation of this study was the nature of the respondents. Lack of randomness in the
sample may reduce external validity of our findings across various populations. In
addition, our implications may be useful to the multi-channel retailers who target
college-aged consumers.

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Further reading 121

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source”, International Journal of Electronic Commerce, Vol. 5, pp. 7-21.