BRIDGING THE GAP: EXAMINING THE ROLE OF PHYSICAL STORE PRESENCE IN BOOSTING CONSUMERS’ ONLINE PURCHASE INTENTIONS IN HYBRID RETAIL

Author

Hongnai Zhang, Southern Illinois University CarbondaleFollow

Date of Award

8-1-2024

Degree Name

Doctor of Philosophy

Department

Business Administration

First Advisor

Clark, Terry

Abstract

This dissertation research explores the benefit of the presence of a physical store on consumers' willingness to select a retailer in an online shopping context. As digital commerce continues to evolve, understanding the complex relationships between physical stores and online shopping behavior is becoming increasingly important. However, the role of physical store presence in shaping online purchasing decisions remains largely unexplored. This research project builds a conceptual framework based on the mere exposure effect and propinquity theory, which hypothesizes that physical store presence benefits consumers’ online purchase intentions through its effects on several intermediate constructs: retailer familiarity, retailer awareness, retailer loyalty proneness, retailer communication, retailer trust, and consumers' confidence in the retailer. Through three studies, this dissertation finds that having a physical store can significantly improve consumers' favorable attitudes toward a retailer and eventually increase the likelihood that they would select the retailer when making online purchases.The implications of the dissertation research lie in its potential to provide retailers with valuable insights into how strategically maintaining physical stores can positively influence online purchase intentions. The research also aims to contribute to the current literature in the hybrid retail field by providing a comprehensive understanding of the multiple pathways through which physical store presence could affect consumers’ online purchasing behavior. Empirical evidence from this research elucidates the vital role of physical store presence in the era of digital commerce.