Impact of Customers’ Attitude Towards and Behavioural Intention to Shop at Brick-and-Mortar Stores: Moderating Role of Gender
Impact of Customers’ Attitude Towards and Behavioural Intention to Shop at Brick-and-Mortar Stores: Moderating Role of Gender
Author(s): Mehak RehmanSubject(s): Economy, Marketing / Advertising
Published by: Adem Anbar
Keywords: Brick-and-Mortar Stores; Customer Behaviour; Customer Attitude; Intention;
Summary/Abstract: This study aims to explore and examine the impact of various influencers on customers’ attitudes towards and intentions to shop at brick-and-mortar (B&M) stores. A quantitative survey approach was adopted to collect the data. Data were collected from 342 consumers using both an online and a face-to-face approach. The data were analysed using the structural equation modelling statistical technique. The findings suggest that customers’ perception of the quality of the products, social influence, enjoyment, atmosphere of B&M stores, and tangibility positively impact customers’ attitudes towards and intention to shop at B&M stores. This research contributes to the theory of consumption values, the theory of reasoned action, and the consumer behaviour literature. Based on the study findings, B&M stores are recommended to provide emotional values to customers by providing a friendly and pleasant atmosphere to their customers to enhance their intention to shop at B&M stores.
Journal: Business and Economics Research Journal
- Issue Year: 13/2022
- Issue No: 3
- Page Range: 483-503
- Page Count: 21
- Language: English