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首页> 外文期刊>Journal of the Academy of Marketing Science >Transference and congruence effects on purchase intentions in online stores of multi-channel retailers: initial evidence from the U.S. and South Korea
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Transference and congruence effects on purchase intentions in online stores of multi-channel retailers: initial evidence from the U.S. and South Korea

机译：转移和一致性对多渠道零售商在线商店购买意图的影响：美国和韩国的初步证据

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摘要

Drawing from research on retailing, online shopping behavior, and theories of cognitive psychology, we develop and test a framework that investigates purchase intentions in online stores of multi-channel retailers. The framework simultaneously examines the influence of transference of attitude and trust from the multi-channel retailer's physical to online stores, image congruence between the multi-channel retailer's physical and online stores, and image congruence between the multi-channel retailer's online store and a prototypical online store. Further, recognizing that several retailers now operate as multi-channel retailers in different countries, we examine the influence of cultural differences in thought processes (i.e., holistic versus analytic thinking) on shoppers' evaluation of online stores of multi-channel retailers. Toward this end, we test the framework using data collected from respondents in the U.S. (analytic thinkers) and South Korea (holistic thinkers). We conclude with a discussion of the findings, suggestions for future research, and potential limitations.
机译：通过对零售，在线购物行为和认知心理学理论的研究，我们开发并测试了一个框架，用于调查多渠道零售商在线商店中的购买意图。该框架同时检查从多渠道零售商的实体店到在线商店的态度和信任转移的影响，多渠道零售商的实体店和在线店之间的图像一致性，以及多渠道零售商的在线商店和原型店之间的图像一致性。网上商城。此外，认识到现在有几个零售商在不同国家作为多渠道零售商开展业务，我们研究了思维过程中的文化差异（即整体思维与分析思维）对购物者评价多渠道零售商在线商店的影响。为此，我们使用从美国（分析思想家）和韩国（整体思想家）的受访者收集的数据测试框架。最后，我们讨论了这些发现，对未来研究的建议以及潜在的局限性。

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