Impact of Customers Attitude Towards and Behavioural Intention to Shop at Brick-and-Mortar Stores: Moderating Role of Gender
Year: 2022
Type: article
Study design: Observational Study
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.
Author: Mehak Rehman
Institution: University of the Punjab
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4286770722