Impact of Customers’ Attitude Towards and Behavioural Intention to Shop at Brick-and-Mortar Stores: Moderating Role of Gender
Journal: Business and Economics Research Journal (BERJ) (Vol.13, No. 3)Publication Date: 2022-07-25
Authors : Mehak Rehman;
Page : 483--503
Keywords : Brick-and-Mortar Stores; Customer Behaviour; Customer Attitude; Intention;
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.
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Last modified: 2022-08-03 22:54:40