頁籤選單縮合
題名 | The Effects of Store Name Composition on Consumers' Perceptions toward Click-and-Mortar= |
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作者 | Lai, Mengkuan; Chen, Yi-rung; |
期刊 | Asia Pacific Management Review |
出版日期 | 20060600 |
卷期 | 11:3 民95.06 |
頁次 | 頁195-204 |
分類號 | 496.34 |
語文 | eng |
關鍵詞 | Click-and-Mortar; Brand equity; Trust; Perceived risk; Consumer behaviour; |
英文摘要 | Many marketers are attracted to the apparent prosperity of e-commerce. The easiest and least risky way for traditional retailers to go online is by partnering with an online company. This study examines the leverage effect that physical stores lend to e-commerce ventures (increasing the level of trust and decreasing the perceived risk) and enhancing the intent to purchase at “click-and-mortar” stores. Based on brand extension literature, this study hypothesizes that physical store name recognition will have a positive effect on consumers’ reception of the click-and-mortar store. E-partnering with well known websites has a more significant impact for low reputed, rather than highly reputed, physical stores. Experimental websites were created to gather data. In general, the results support the hypothesized directions of relationships among research variables. |
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