While there is little doubt about the importance of web store image on online retailing, which factors and how such factors may influence the establishment of a strong web store image, consequently the formation of consumers' purchase intention, however, are still hot well understood. In this study, by employing a theoretical framework based on the stimulus-organism-response (SOR) paradigm, we investigate the roles of both brand familiarity and social presence regarding web store emotional image improvement and, sequentially, consumers' online purchase intention.
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