Person-place congruency in the Internet Banking context

Spiros Gounaris; Christos Koritos; Katerina Vassilikopoulou

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Person-place congruency in the Internet Banking context

机译：网上银行环境中的人地一致性

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摘要

This study proposes and empirically validates a model that incorporates the interaction effects of consumer's shopping orientation (utilitarian/recreational) and attitudes towards the online store atmospheric qualities (information related cues, navigation cues, aesthetic cues) on online shopping behavior. The use of an underutilized technique for detecting interaction effects unveils the superiority of interaction effects over direct effects in explaining online shopping behavior. Results reveal significant interaction effects during the information search stage but not during the purchase stage. Furthermore, the interaction effects were significant only for utilitarian shoppers but not for the recreational ones. The results signify the distinctive nature of online shopping compared to the offline one, and the need for retailers to distinguish online and offline store atmosphere management.

机译：这项研究提出并凭经验验证了一个模型，该模型结合了消费者购物倾向（功利主义/娱乐性）和对在线商店大气质量的态度（信息相关线索，导航线索，审美线索）对在线购物行为的相互作用影响。使用一种未充分利用的技术来检测交互效果揭示了交互效果相对于直接效果在解释在线购物行为方面的优越性。结果揭示了在信息搜索阶段的显着交互作用，但在购买阶段却没有。此外，互动影响仅对实用购物者有意义，而对于休闲购物者则不然。结果表明，与线下购物相比，在线购物具有独特的性质，零售商需要区分在线和线下商店气氛管理。

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来源
《Journal of Business Research》 |2010年第10期|P.943-949|共7页
作者
Spiros Gounaris; Christos Koritos; Katerina Vassilikopoulou;
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作者单位

Athens University of Economics & Business, 76, Patission Str./GR10434 Athens, Greece;

Department of Marketing & Communication, Athens University of Economics & Business, 47A, Evelpidon & 33, Lefkados, 113 62, Athens, Greece;

Athens University of Economics & Business, 76, Patission Str./GR10434 Athens, Greece;

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原文格式 PDF
正文语种 eng
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关键词
online stores; atmospheric qualities; shopping orientation; interaction effects; internet banking;

机译：网上商店;大气质量;购物方向;相互作用效应;网上银行;

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Person-place congruency in the Internet Banking context

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