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JFMM 9,1

PRACTITIONER PAPER

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A consumer shopping channel extension model: attitude shift toward the online store
Jihyun Kim and Jihye Park
Iowa State University, Ames, USA
Abstract
Purpose The purpose of this study is to examine the consumer shopping channel extension focusing on attitude shift from ofine to online store with a theoretical approach. Design/methodology/approach Two hundred and sixty two students in a large US midwestern university participated and provided usable survey responses. Structural equation modeling was employed to test hypotheses and the modied theory of planned behavior in the online retailing environment. Findings The results showed that attitude toward the ofine store was a signicant predictor of attitude toward the online store. In addition, search intention for product information via the online store was the strongest predictor of consumers purchase intention via the online store as well as a mediating variable between predictor variables and purchase intention. Research limitations/implications The sample of this study was slightly biased by gender and age. Female college-aged consumers were the majority. This demographic group is, however, meaningful to investigate for apparel multichannel retailers due to the strong consumer demand and buying power. Originality/value This paper offered a theoretical framework to understand and predict the consumer shopping behavior in the multichannel retailing setting. In addition, the present paper contributed to the academia by expanding the theory of planned behavior and online prepurchase intentions model. Keywords Attitudes, Internet, Shopping, Consumer behavior Paper type Research paper

Multi-channel retailing has been recognized as a new key marketing program for retailers. The multi-channel retail format includes not only physical stores and catalogs, but also online stores, kiosks, and wireless channels. Clark (1997) classied two dominant multi-channel retailers in the current online market: (1) click-and-mortars who respond consumer demand through ofine and online stores (e.g. BestBuy.com, Gap.com, Barnes and Noble.com, Macys.com); and (2) catalog rms that present their print catalogs on the web (e.g. J.Crew.com, Landsend.com).
Journal of Fashion Marketing and Management Vol. 9 No. 1, 2005 pp. 106-121 q Emerald Group Publishing Limited 1361-2026 DOI 10.1108/13612020510586433

According to Gartners (2002) research, approximately 75 percent of retailer respondents had a multi-channel retailing strategy (MRS) either in place or in plan to enhance the rms overall performance. Multi-channel retailers who sold the
This research was funded by the College of Family and Consumer Science at Iowa State University. This paper has been reviewed in the same manner as an academic paper.

products across online and traditional channels accounted for more than 67 percent of online retailing. More than 50 percent of multi-channel retailers reported positive operating margins for online business in 2001 (Shop.org, 2002). Forrester Research (2003a) reported that about half of online customers also purchased ofine, and in opposition, about 20 percent of their ofine customers purchased online. Using multi-channel approach, online store could enhance their ofine sales or vice versa. Those customers who purchased the products in both online and ofine, showed greater loyalty to the retailers. In 2002, online retail sales increased to $76 billion, 48 percent up compared to the prior year (Forrester Research, 2003b). Online retail sales are expected to continue to grow up to $269 billion by 2005 (Forrester Research, 2002). Online sales accounted for 3.6 percent of the total retail sales in 2002 and were expected to reach 4.5 percent in 2003. Apparel and accessories ranked as the third best selling product category via the internet behind travel and computer hardware (U.S. Online Consumer Sales Surge to $53 billion in 2001, 2002). This phenomenon of fast growing e-tailing may encourage ofine retailers to expand their selling channel to the internet using a MRS. In the past, much of the research on e-commerce has been focusing on the internet site as a single channel rather than as a channel extension from the traditional retail format. In addition, the past research has not addressed the impact of consumer attitude toward the traditional retailer on shifting shopping channels. Therefore, the purpose of this study is to examine the consumer shopping channel extension focusing on attitude shift from ofine to online store with a theoretical approach. This research primarily adopted the theory of planned behavior (Ajzen, 1985, 1991) to explain consumer shopping behavior in the context of the multi-shopping channel environment. The theory of planned behavior was modied to strengthen the proposed model with current relevant literature in multi-channel retailing. This study also investigated the relationships among consumer attitude toward the ofine store, attitude toward the online store, information search intention from the online store, perceived behavioral control via the online store, and purchase intention, focusing on the multi-channel retailers (click & mortars) who sell apparel products in both ofine and online stores. Theoretical framework The theory of planned behavior The theory of planned behavior (Ajzen, 1985, 1991) posits that attitude toward a behavior, subjective norm, and perceived behavioral control are the antecedents of intention to perform a behavior. Attitude toward a behavior is referred as an individuals positive or negative evaluation of a relevant behavior and is composed of an individuals salient beliefs regarding the perceived consequences of performing behavior. Subjective norm is a function of normative beliefs, which represents an individuals perception of whether signicant others approve or disapprove of a behavior. The perceived behavioral control, which is an additional variable to the theory of reasoned action (Fishbein and Ajzen, 1975), makes the theory of planned behavior distinct from the original theory. The perceived behavioral control accounts for an individuals non-volitional aspects of behavior. This explains an individuals perception of ease or difculty by evaluating whether he/she possesses requisite resources and opportunities necessary to perform a behavior. Several empirical

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ndings (e.g. Ajzen, 1991; Doll and Ajzen, 1992) supported the addition of the perceived behavioral control to the traditional attitude-behavior model to be more plausible. Attitude toward the traditional retailer Retailer name recognition may have higher impact on online purchase (Degeratu et al., 2000). Park and Stoel (in press) found that familiarity of retailer name inuenced favorable evaluation of the retailers web site and in turn inuenced purchase intention online. Retailers who were well known in the traditional channel increased consumers condence of shopping in their online stores. In addition, past experience with the retailer and the frequency of service use also positively inuenced the degree of satisfaction with the retailer. Those who had frequent shopping or service experiences with the retailer were likely to perceive greater satisfaction with the retailer in both ofine and online shopping settings (Bolton and Drew, 1991; Cadotte et al., 1987; Shankar et al., 2003; Vredenburg and Wee, 1986). Attitude toward the retailer may inuence the attitude toward the retailer-related promotional activity such as advertising. According to MacKenzie et al. (1986), those who were likely to have a positive attitude toward the retailer exhibited a positive attitude toward the advertisement. This implied that the prior attitude toward the retailer might amplify the effective communications between consumer and the retailer. Similarly, consumer attitude toward the brick-and-mortar (e.g. Gap) can be shifted to the online format of the retailer (e.g. Gap.com) that has both transactional and communicational functions to enhance the performance of both formats. Balabanis and Reynolds (2001) found the effect of a prior attitude toward the traditional retailer on the attitude toward the online version of the retailer. Customers who had a shopping experience with the traditional retailer and gained more knowledge about product quality and service may trust the online store operated by the traditional retailer. In fact, Steineld et al. (2002) found that click-and-mortar rms relied on their established brand recognition from the traditional channel in order to build consumer trust for the new retail format. Although several researchers (e.g. Shankar et al., 2003) have addressed the possible linkage between attitude toward the ofine store and attitude toward the online store, only one study (Balabanis and Reynolds, 2001) empirically examined the relationship. Even though there is a little empirical research that examined the direct effect of attitude toward the ofine store on attitude toward the online store, based on the literature, it is reasonable to expect that the more positive attitude toward the ofine store, the more positive attitude toward the online version of the retailer. Therefore, the following hypothesis was developed (Figure 1). H1. There is a positive relationship between attitude toward the ofine store and attitude toward the online store.

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Attitude toward the online store Consumers attitude toward the internet may be an important determinant for internet use for product information search. Helander and Khalid (2000) found that a positive attitude toward e-commerce has a signicant inuence on shopping from the internet. Klein (1998) proposed that the internet may inuence information search behavior because of the greater convenience and accessibility. The positive attitude toward the

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Figure 1. Proposed model predicting a consumer shopping channel extension

internet can increase information gathering behavior from the internet. Blackwell et al. (2001) provided a similar notion on the positive relationship between attitude and information search behavior. When a consumer has a positive attitude toward the retailer, he or she is likely to exhibit greater willingness to search product information from the retailer. Empirical evidences showed that there is a positive effect of attitude toward the internet purchase on internet search intention (Shim et al., 2001; Watchravesringkan and Shim, 2003). Based on the literature, it is reasonable to expect that the more positive attitude toward the online store, the greater amount of search intention for product information via the online store. Therefore, the following hypothesis was developed (Figure 1). H2. There is a positive relationship between attitude toward the online store and search intention for product information via the online store.

Attitude and purchase intention The relationship between attitude and purchase intention toward the traditional retailer has been intensively investigated in the past (George, 2002). Similarly, in the internet context, a number of past studies (e.g. Goldsmith and Bridges, 2000; Shim et al., 2001) showed that attitude toward the internet shopping was positively related to internet shopping intention. The positive attitude toward the internet shopping signicantly increased intention to use the internet for purchasing. Using the survey data from the Graphics, Visualization, and Usability (GVU) center in 1998, George (2002) and Kwon and Lee (2003) reported the positive impact of attitude toward the internet purchasing on the intent to purchase via the internet. In addition, Kim et al. (2003) found that consumers who had more favorable attitudes toward online shopping had greater intention to purchase clothing via the internet. Watchravesringkan and Shim (2003) also conrmed a positive causal relationship between attitude toward online shopping and online purchase intention focusing on apparel. Similarly, Yoh et al. (2003) found that attitude toward the internet apparel shopping inuenced apparel

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buying intention via the internet. Based on the theoretical and empirical ndings in the literature, the following hypothesis was generated (Figure 1). H3. There is a positive relationship between attitude toward the online store and purchase intention via the online store.

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Perceived behavioral control via the online store Internet shopping provides the numerous benets for consumers such as time saving and search convenience. However, internet shopping may require capability to access the internet and other relevant resources (i.e. high speed internet, modem). According to the theory of planned behavior (Ajzen, 1985, 1991), the perceived behavioral control can inuence actual implementation of a behavior. Individuals who perceive greater easiness or capability are likely to be more condent in performing a behavior (i.e. purchase via the internet) and thus, actually implement the behavior (i.e. make a purchase via the online store), compared to those who perceive less easiness. Empirical evidences also supported the theoretical linkage between perceived behavioral control and purchase intention. Shim et al. (2001) found that perceived behavioral control positively inuenced information search intention online. Johnson et al. (2003) also found that people were likely to use the internet for purchasing products when they perceived less complexity to use the internet. Those who used the internet for purchase believed less difculty to use and access to the internet, as compared to those who did not use the internet for purchase. The technology acceptance model (Davis, 1989) also presented the similar ndings. According to OCass and Fenech (2003), perceived ease of the internet use positively inuenced attitude toward the web retail and in turn, adoption of internet shopping. Pavlou (2003) also found that intention to use the internet for purchasing was determined by perceived ease of the internet use. In fact, internet shoppers reported that internet shopping was easier and more entertaining. Those who shopped from the internet perceived less difculty for searching the information and purchasing the product online, as compared to those who did not shop from the internet (Swinyard and Smith, 2003). Goldsmith and Goldsmith (2002) also found that consumers who had greater condence in their ability to shop online were more likely to purchase products online, as compared to those who had less condence. Therefore, based on the literature, the following hypothesis was developed (Figure 1). There is a positive relationship between perceived behavioral control via the online store and purchase intention via the online store. Applying the same logic, one who perceives more easiness and condence in the internet shopping is more likely to use the internet for searching product information (Shim et al., 2001). The choice model for the internet and other information sources developed by Ratchford et al. (2001) presented that the use of specic types of sources depended on skills of using each source and ease of accessing a source. Ability to use and access to the internet inuenced use of the internet for information search. Based on the literature, it is likely that the greater perceived behavioral control via the online store, the greater search intention for product information via the online store. Therefore, the following hypothesis was generated (Figure 1). H4.

H5.

There is a positive relationship between perceived behavioral control via the online store and online search intention for product information.

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Information search intention and purchase intention via the online store The relationship between intention to use the internet for information search and intention to use the internet for purchasing was found in the online prepurchase intentions model developed by Shim et al. (2001). Individuals who had greater intention to use the internet for information search were likely to have greater intention to use the internet for purchasing. Kleins (1998) economics of information search model addressed that consumers would choose the least costly way for searching and purchasing the goods and services. Searching and purchasing within one channel (e.g. the internet) may be perceived as more costly than searching and purchasing in the multiple channels. Thus, consumers may choose a single channel to reduce shopping cost rather than use multiple channels for gathering information and purchasing products. Ratchford et al. (2003) also found that consumers were likely to search more information from the internet when purchasing products online. Purchase intention via the internet increased as a function of the amount of online search intention for product information (Ratchford et al., 2003). Lohse et al. (2000) found that individuals who were likely to use the internet for product information search had greater purchase intention from the internet. In addition, Rowley (2000) suggested that frequent internet browsing for information search eventually lead to frequent internet purchase. Similarly, online purchasers were likely to spend more time on the internet, as compared to non-online purchasers. This may indicate that the amount of the internet use for information search inuences purchasing behavior online (Swinyard and Smith, 2003). The positive relationship between internet information search intention and internet purchase intention was also found for apparel products in the previous studies (Shim et al., 2001; Watchravesringkan and Shim, 2003). Based on the literature, it is reasonable to expect that people who have greater search intention for product information via the online store are likely to have greater purchase intention via the online store, as compared to people who have lower search intention for product information via the online store. Thus, the following hypothesis was developed (Figure 1). H6. There is a positive relationship between online search intention for product information and purchase intention via the online store.

Method Subjects Two hundred and sixty two undergraduate students in a large US midwestern university volunteered to participate in this study. These young adult consumers are likely to be a great potential in multi-channel retailing for apparel, because they are heavy buyers of clothing, inuence other consumers for spending more money for clothing, and make a frequent purchase on the internet and ofine stores (Hogg et al., 1998; Silverman, 2000). In addition, in academia, college students are generally accepted for theory testing in which the multivariate relationships among constructs are the major interest, rather than the univariate differences (Calder et al., 1981). Respondents received extra course credits as an incentive for participation in the class.

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Instrument Scales for hypotheses. Three of six items (e.g. disagreeable-agreeable, unpleasant-pleasant, and negative-positive) developed by Stayman and Batra (1991) were used to measure attitudes toward the ofine store and online store, using a ve-point semantic bipolar scale. The reported reliability in Stayman and Batra (1991) was 0.96. Two items developed by the researchers were used to measure product information search intention via the online store. For example, the question, How likely is that you will search for apparel product information via this online store? was asked using a ve-point Likert-type scale ranging from 1 (strongly dislikely) to 5 (strongly likely). Perceived behavioral control via the online store was assessed using three items reported in Ajzen (1991). These items were then, revised to reect the internet apparel shopping context (e.g. I am condent to shop from this online store for apparel products.). To assess purchase intention from the online store, two items were developed by the researchers (e.g. I would be willing to buy apparel through this online store). A ve-point Likert-type scale ranging from 1 (strongly disagree) to 5 (strongly agree) was used for perceived behavioral control and purchase intention from the online store. Demographics and shopping behavior. Respondents provided some demographic information including age, ethnic background, and sex. Respondents were also asked to select one favorite retailer who operate both ofine and online channels and then, answer the questions related to their past shopping experience such as the number of shopping for apparel purchase via the self-selected traditional retailer, the number of apparel purchases made in the past 12 months, and the amount of money spent in the self-selected traditional retailer for apparel purchase. Those questions were repeated for the online version of the retailer. Procedure Respondents completed a self-administered questionnaire for this study. Respondents were rst asked to recall their favorite traditional retailer that also operate online store, based on their past shopping experience in both shopping channels. They were then asked to identify and place the retailers name in the blank given in the questionnaire. Next, respondents were asked to answer the questions derived from the prior experience with the retailer that they had chosen. Results Preliminary analyses The mean age of respondents (n 262) was about 21 years. Approximately, 97 percent were between the ages of 18-25 years. About 80 percent were female. Thus, our sample is limited to female college students. This demographic group is, however, meaningful to investigate for apparel multichannel retailers due to the strong consumer demand and buying power. According to the Youth/Harris Interactive College Explorer study, college students spent about $200 billion per year and an average of $287 a month on discretionary items other than tuition, books/school fees, etc. (Harris Interactive, 2002). Female students tended to show higher fashion interest and spend more money on clothing than male students (Han et al., 1991). In addition, about 93 percent of college students accessed the internet (Harris Interactive, 2002).

The majority of respondents were Caucasian American (85.9 percent), followed by Asian heritage (8.8 percent) and African American (3.1 percent). More than 85 percent of respondents had purchased a product over the internet and more than 71 percent reported their previous purchase experience of apparel on the internet. About 41 percent of respondents reported that they visited the self-selected physical store to search for clothing information in every few month, 24 percent reported every month, and another 21 percent reported once or twice in the past 12 months. About 42 percent of respondents reported that they purchased clothing from the self-selected physical store for two to ve times, 21 percent reported six to ten times, and another 21 percent reported more than ten times in the past 12 months. The averaged amount of money that they spent on purchasing during the past 12 months was about $200. Less than half (46.1 percent) reported that they had searched clothing information from the self-selected online store for every few month (28.2 percent) or every month (17.9 percent) in the past 12 months. About a quarter (26.3 percent) reported that they purchased clothing from the self-selected online store for two to ve times and 18.7 percent reported they purchased once. Forty four percent reported that they had not made any purchase for apparel via the online store. About 36 percent spent less than $200 on clothing purchase and 13.7 percent spent from $201 to $500 on clothing purchase. This is consistent with the previous ndings about college students internet purchase behavior (Shop.org, 2003). Measurement model The conceptual model consists of two exogenous variables (attitude toward the ofine store and perceived behavioral control via the online store) and three endogenous variables (attitude toward the online store, information search intention via the online store, and purchase intention via the online store). The six hypotheses in the proposed model (Figure 1) were tested using the analysis of moment structures (AMOS) version 4.0. Correlations among construct measures and descriptive statistics were shown in Table I. All ve research constructs were positively correlated with each other (, 0:05). A conrmatory factor analysis was conducted for the measurement model. The measurement model species how the observed variables (indicators) relate to unobserved variables (latent constructs) (Kline, 1998). Table II presents the results of
Correlations 2 3

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Model constructs 1. Attitude toward purchasing via ofine store 2. Perceived behavioral control over online purchase 3. Attitude toward purchasing via online version of the store 4. Information search intention via the internet 5. Purchasing intention via online store Notes: *p , 0.05; **p , 0.01; ***p , 0.001

Mean SD 4.29 4.05 3.85 3.81 3.65 0.82

1.05 0.11*

0.98 0.42*** 0.47*** 1.11 0.19** 1.25 0.13* 0.50*** 0.53*** 0.65*** 0.57*** 0.70*** Table I. Descriptive statistics and correlation matrix of model constructs

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the measurement model, including standardized factor loadings, standard error (SE), t-values, average variance extracted, and squared multiple correlations for each indicators. The conrmatory factor analysis of the measurement model on multi-item scales showed that each factor loadings of indicators in each construct were statistically signicant and sufciently high for structural model testing. The average variance extracted offers the information about the amount of variance that is captured by the construct in relation to the amount of variance due to measurement error (p. 45) and is considered as a more conservative measure than construct reliability (Fornell and Larcker, 1981). Fornell and Larcker (1981) suggested that the latent construct has a reliable measurement structure when the value of average variance extracted is over 0.50. In this study, the values for the ve research constructs ranged from 0.66 to 0.89. These indicated that all ve research variables achieved a range of fairly good to very good reliabilities among indicators to measure the latent constructs. In addition, all squared multiple correlations of indicators in the measurement model were higher than 0.50, which revealed that the latent construct accounted for more than half of the explained variance in each indicator. Thus, both the average variance extracted and the squared multiple correlations of indicators showed that the measurement model was reliable and valid to conduct subsequent structural equation model analysis and to test the proposed hypotheses (Table II). Structural model: hypotheses testing The analysis of causal model was conducted using a maximum likelihood estimation, which has been commonly employed in the structural modeling (Hair et al., 1998). The overall t indices for the proposed model revealed a chi-square of 155.38 (df 58; p # 0:001), goodness-of-t index (GFI) of 0.92, normed t index (NFI) of 0.95, comparative t index (CFI) of 0.97, and root mean square error of approximation (RMSEA) of 0.08. Fit statistics above 0.90 for GFI, NFI, and CFI were used as an indicator of a good model t to the data (Bagozzi and Yi, 1988; Hair et al., 1998). Following Bagozzi and Yi (1988), the chi-square statistic was not considered a good indicator for model t because n was over 200 in this study. Therefore, the indices indicated that the proposed model ts the data well. Figure 2 displays the nal model with structural path coefcients and t-values for each relationship as well as squared multiple correlations (R 2) for each endogenous construct. The results indicated support for all proposed hypotheses, suggesting the direct effect of: (1) attitude toward the ofine store on attitude toward the online store (g11 0:42; t 6:83; p # 0:001); (2) attitude toward the online store on information search intention (b21 0:41; t 6:78; p # 0:001); (3) attitude toward the online store on purchase intention via the online store (b31 0:20; t 3:30; p # 0:001); (4) perceived behavioral control via the online store on information search intention via the online store (g22 0:29; t 4:14; p # 0:001); (5) perceived behavioral control via the online store on purchase intention via the online store (g32 0:36; t 5:58; p # 0:001); and

Construct/indicatora

Standardized factor loading (CFA)

SE

Average variance extractedb 0.85

Squared multiple correlation

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j1 (attitude toward purchasing via the ofine store) X1 X2 X3 j2 (Perceived behavioral control via the online purchase) X4 X5 X6 h1 (attitude toward purchasing via the online version of the store) Y1 Y2 Y3 h2 (Information search intention via the online store) Y4 Y5 h3 (purchasing intention via the online store) Y6 Y7

0.89 0.94 0.95

0.042 0.042

24.15 24.67 0.74

0.80 0.87 0.89

0.88 0.95 0.80

0.062 0.067

15.20 17.82 0.89

0.69 0.90 0.64

0.94 0.95 0.94

0.033 0.033

31.35 30.57 0.82

0.88 0.90 0.89

0.88 0.92

0.074

15.44 0.66

0.78 0.85

0.90 0.71

0.107

10.69

0.81 0.50

Notes: aMeasurement based on a ve-point Likert scale where 1=Strongly Disagree and 5=Strongly Agree; baverage variance extracted is considered more conservative way to evaluate the measurement model and was calculated as suggested by Hair et al. (1998) and Fornell and Larcker (1981)

Table II. Measurement model results for hypothetical model with new factor structures

(6) information search intention via the online store and purchase intention via the online store (b32 0:45; t 5:99; p # 0:001). Therefore, H1-H6 were supported. To further examine the effects of attitudes, perceived behavioral control, and information search intention on purchase intention, the decomposition of direct, indirect, and total effects of predictor variables on endogenous variables was analyzed. The proposed model explained a substantial amount of variance in purchase intention via online retailer (57 percent) (Table III). All predictor variables had signicant direct and/or indirect effects. Considering the total effects of all constructs on purchase intention via online store, perceived behavioral control via the online store exhibited the strongest total effect (0.51), followed by the direct and total effect of information search intention via the online store (0.45). The model also explained the moderate amount of variance in information search intention via the online store (29 percent). All predictor variables had signicant direct and indirect effects (Table III). Considering the total effects of all constructs on information search intention via the online store, attitude toward the online store

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Figure 2. Final model predicting a consumer shopping channel extension

exhibited the strongest direct and total effects (0.41) followed by the direct effect of perceived behavioral control via the online store (0.33). Discussion and implications The present study provides evidence of consumer shopping channel extension focusing on the effect of consumers prior attitude toward the ofine retailer on attitude shift toward the online version of the retailer. As expected, the results exhibited that consumers attitude toward the traditional retailer positively predicted attitude toward the online version of the retailer. This supports the previous literature (Balabanis and Reynolds, 2001) that found attitude shift from ofine store to online store. This nding can strengthen the current MRS for click-and-mortar retailers who operate both a traditional channel and a new channel format (e.g. online store), such as Gap, Banana Republics, and Abercrombie & Fitch. Creating and enhancing consumer attitude toward the ofine store may be the key point that can positively inuence attitude toward the online store. Store image and service consistency between or among multi-channels also may be benecial for retailers to enhance consumers attitude toward the online store. The present study also implies the importance of creating multiple channels to satisfy consumers demand and thus, be successful in achieving business goals. Benets and values of the existing image and/or reputation of the traditional retail store can be transferred to the online format. The click-and-mortars can perform better than click-only retailers, possibly because they already established the stable segment of target customers and build retailer trust.

Predictor variables Attitude toward purchase via the ofine store Perceived behavioral control via the online purchase Attitude toward purchase via the online store Information search intention via the online store R2

Information search intention via the online store Indirect Direct Total effect effect effect 0.17 0.33 0.41 0.17 0.33 0.41 0.29

Purchase intention via the online store Indirect Direct Total effect effect effect 0.16 0.15 0.18 0.36 0.20 0.45 0.16 0.51 0.38 0.45 0.57

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Table III. Examining indirect, direct, and total effects of predictor variables on information search intention and purchase intention via online retailer

Notes: Standardized path estimates are reported. All path estimates are signicant at p , 0:05

The results also showed that positive attitude toward the online store shifted from attitude toward the ofine store increased search intention of product information via the online store. This implies that online store can serve as not only a transactional channel but also an information search channel. Multi-channels using both ofine and online may interact to create the best outcome in supporting each channel. Due to the nature of apparel that needs sensory examination for purchase (e.g. tting, touching) (McCorkle, 1990), consumers often avoid purchasing directly from the online store and instead, use the online channel to obtain product and service information (Elliot and Fowell, 2000). Positive attitude toward the online store built from attitude toward the ofine store can lead customers to use online store for searching product and service information and utilize such information to conrm purchase in the ofine store. Co-existence of ofine and online stores may create a synergy effect based on their complementary and interactive functions to effectively enhance consumer shopping experience. The model developed in this study can provide the rationale for the retailers for implementing MRS strategy and also explain the current phenomena of successful cases in click-and-mortar retailers. This study revealed that purchase intention online can be explained by attitude toward the ofine store, attitude toward the online store, and online search intention, respectively. Thus, it is important for retailers to build positive attitude toward online store at the outset which also inuences online shopping behavior. Role of current ofine channel may be even more important to increase online sales. Bringing existing customers from ofine store to online store may be even easier for the retailer who has achieved positive reputation in the competitive market. The results showed the strong positive impact of information search intention on purchase intention via the online store. This suggests the important marketing implications to not only click-and-mortar retailers but also click retailers. To attract internet browsers who may become active purchasers, retailers should provide the in-depth, verbal and visual information to assist purchase decisions online. Both quantity and quality of the information content must be secured. In addition, online customer service must be provided to ensure customer satisfaction with shopping experience.

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Due to the lack of the current multi-channel retailing literature, this study adds valuable empirical ndings to the literature and serves as a step stone for the future research. This present study also contributed to extend a theory of planned behavior (Ajzen, 1985, 1991) and an online prepurchase intentions model (Shim et al., 2001) in the multi-channel retailing setting. Strong support for the relationships among attitude, perceived behavioral control, information search, and purchase intention online were found. Retailers who operate an online store as well as an ofine store may develop both effective search tools online and web site design to reduce perceived difculty of searching information and to enhance perceived behavioral control. Future research may explore the interactive functions of ofine and online channels for retailers and possible extensions of current brick-and-mortar retailers to click-and-mortars using cost and benet analysis. Moreover, consumer perception of loyalty and trust to the retailer can be assessed to explain attitude shifts from ofine store to online store in the future research. Understanding the effect of familiarity with the retailer or brand on apparel purchase online would be benecial to the retailer to develop multi-channel marketing strategy to expand the shopping channel. The limitation of this study was the nature of the respondents. Lack of randomness in the sample may reduce external validity of our ndings across various populations. In addition, our implications may be useful to the multi-channel retailers who target college-aged consumers.

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