Person–place congruency in the Internet Banking context

Spiros Gounaris, Christos Koritos, Katerina Vassilikopoulou

Research output: Contribution to journalArticle

10 Citations (Scopus)

Abstract

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.
Original languageEnglish
Pages (from-to)943-949
Number of pages7
JournalJournal of Business Research
Volume63
Issue number9-10
DOIs
Publication statusPublished - Oct 2010

Keywords

  • internet banking
  • online shopping
  • marketing

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