Past authors further demonstrated that if the quality service delivered is evaluated as high, consumers show more favourable attitudes (Carlson and O’Cass, 2010). In particular, attitude refers to a disposition to reply to a certain stimulus resulting positive, neutral or negative affective state (Fishbein and Ajzen, 1975). Extending this definition to our new store, consumers’ attitude toward the new integrated environment refers to a predisposition to reply in a favourable or unfavourable way. Therefore, consumers’ positive experience with the new environment, in terms of satisfaction, would increase their likelihood of showing positive attitudes towards our store. Therefore, we hypothesize: H4: The higher the consumers’ perception of the quality of the multichannel retail service, the higher consumers’ attitude towards this store will be. H5: The higher the satisfaction of the new multichannel integrated store will be, the higher consumer’s attitude towards this store will be. 2.4 Purchase Intention According to the S-O-R paradigm, response might be considered as the final outcome of performing a certain behaviour (Wu et al., 2014). In fact, previous studies showed the extent to which positive attitudes lead to purchase intention (Davis, 1989; Carlson and O’Cass, 2010; Pantano and Viassone, 2014; Poncin and Mimoun, 2014). Since an individual is more likely to behave if he/she believes that the emerging outcome will be beneficial, consumers who have a good experience in the store may have more favourable intentions to purchase within the environment, if compared to those who have a negative experience (Wu et al, 2014). Hence, we hypothesize that the new environment based on the multichannel integrated
Past authors further demonstrated that if the quality service delivered is evaluated as high, consumers show more favourable attitudes (Carlson and O’Cass, 2010). In particular, attitude refers to a disposition to reply to a certain stimulus resulting positive, neutral or negative affective state (Fishbein and Ajzen, 1975). Extending this definition to our new store, consumers’ attitude toward the new integrated environment refers to a predisposition to reply in a favourable or unfavourable way. Therefore, consumers’ positive experience with the new environment, in terms of satisfaction, would increase their likelihood of showing positive attitudes towards our store. Therefore, we hypothesize: H4: The higher the consumers’ perception of the quality of the multichannel retail service, the higher consumers’ attitude towards this store will be. H5: The higher the satisfaction of the new multichannel integrated store will be, the higher consumer’s attitude towards this store will be. 2.4 Purchase Intention According to the S-O-R paradigm, response might be considered as the final outcome of performing a certain behaviour (Wu et al., 2014). In fact, previous studies showed the extent to which positive attitudes lead to purchase intention (Davis, 1989; Carlson and O’Cass, 2010; Pantano and Viassone, 2014; Poncin and Mimoun, 2014). Since an individual is more likely to behave if he/she believes that the emerging outcome will be beneficial, consumers who have a good experience in the store may have more favourable intentions to purchase within the environment, if compared to those who have a negative experience (Wu et al, 2014). Hence, we hypothesize that the new environment based on the multichannel integrated
PantanoandViassone%28in%20press%29.docx