A New Approach for In-store Communication in the Ontact Era : Based on the Effect of the Indirect Experience via Social Media

다국어 초록 (Multilingual Abstract)

The current ontact environment is accelerating the paradigm shift of retail store communication from traditional ways with offline store-centered activities to expansive and synergistic marketing actions using social media. Considering this background, the present study aimed at exploring the comparative effects of direct and indirect experiences with in-store communication on brand attitudes and behavioral intention. For this purpose, two surveys were conducted: an on-site survey of 269 respondents who visited one of the selected offline brand stores and a subsequent online survey of 334 respondents who indirectly encountered the information and activities of an offline store through blogs. Results indicate that in-store communication had positive effects on both cognitive and emotional attitudes toward the brand for either directly or indirectly experienced consumers. Also, for indirectly experienced consumers, emotional attitude had a positive effect on the cognitive attitude, while for both directly and indirectly experienced consumers, brand trust mediated the effect of cognitive attitude on behavioral intention. Based on the findings, several practical implications for effective in-store communication were discussed and directions for future research were suggested.

참고문헌 (Reference)

• 1 Berger, J., "Word of mouth and interpersonal communication. A review and directions for future research" 24 (24): 586-607, 2014
• 2 River, N. J, "Why are Themed Brand-stores So Powerful? Retail Brand Ideology at American Girl Place" 85 (85): 363-375, 2009
• 3 Wells, J. D., "What signal are you sending? How website quality influences perceptions of product quality and purchase intentions" 35 (35): 373-396, 2011
• 4 Shagal, S., "Visual Merchandising : A Key Element in Retail Industry" 2 (2): 115-120, 2016
• 5 Ailawadi, K. L., "Understanding retail branding : conceptual insights and research priorities" 80 (80): 331-342, 2004
• 6 Eastlick M. A., "Understanding online B-to-C relationships : an integrated model of privacy concerns, trust, and commitment" 59 (59): 877-886, 2006
• 7 Ajzen, I., "Understanding attitudes and predicting behavior" Prentice Hall 1980
• 8 Strub, P. J., "Two patterns of establishing trust : the marijuana user" 9 (9): 399-411, 1976
• 9 Stewart, K. J., "Trust transfer on the World Wide Web" 14 (14): 5-17, 2003
• 10 McCole, P., "Trust considerations on attitudes towards online purchasing:the moderating effect of privacy and security concerns" 63 (63): 1018-1024, 2009
• 11 King, A., "The strategic use of decentralized institutions : Exploring certification with the ISO 14001 management standard" 48 (48): 1091-1106, 2005
• 12 Baker, J., "The role of the environment in marketing services: The consumer perspective" American Marketing Association 1987
• 13 Baker, J., "The influence of store atmosphere on customer quality perceptions and store image" 22 (22): 328-339, 1994
• 14 Yani-de-Soraino, M. M., "The emotional power of place : the fall and rise of dominance in retail research" 13 (13): 403-416, 2006
• 15 Morgan, R. M., "The Commitment:Trust Theory of Relationship Marketing" 58 : 20-38, 1994
• 16 Zeithaml, V. A., "The Behavioral Consequences of Service" 60 (60): 31-46, 1996
• 17 Hamrouni, A. D., "Technique of collage for store design atmospherics" 14 (14): 304-323, 2011
• 18 Gong, J., "Sub-stitution or Promotion? The Impact of Price Discounts on Cross-Channel Sales of Digital Movies" 91 (91): 343-357, 2015
• 19 Rego, A., "Store creativity, store potency, store performance, retailing" 14 (14): 130-149, 2016
• 20 Castaldo, S., "Store Management" Franco Angeli 2008
• 21 Mavlanova, T., "Signaling theory and information asymmetry in online commerce" 49 (49): 240-247, 2012
• 22 Connelly, B. L., "Signaling theory : a review and assessment" 37 (37): 39-67, 2011
• 23 Yu, H., "Retail design and the visually impaired : A needs assessment" 24 : 121-129, 2015
• 24 Berman, B., "Retail Management:A Strategic Approach" Prentice Hall 2001
• 25 Swoboda, B., "Reciprocal effects of the corporate reputation and store equity of retailers" 89 (89): 447-459, 2013
• 26 Kwon, W. S., "Reciprocal Effects Between Multichannel Retailersʼ Offline and Online Brand Images" 85 (85): 376-390, 2009
• 27 Chen, C. F., "Perceived value, satisfaction, and loyalty of TV travel product shopping : Involvement as a moderator" 29 (29): 1166-1171, 2008
• 28 Vera, J., "Perceived brand quality as a way to superior customer perceived value crossing by moderating effects" 24 (24): 147-156, 2015
• 29 Lovett, M. J., "On brands and word of mouth" 50 (50): 427-444, 2013
• 30 Schmitt. B. H., "Northampton" Edward Elgar Publishing 3-17,
• 31 Kirmani, A., "No pain, no gain : a critical review of the literature on signaling unobservable product quality" 64 (64): 66-79, 2000
• 32 Holmstrom, B., "Moral hazard and observability" 10 : 74-91, 1979
• 33 Piotrowicz, W., "Introduction to the Special Issue Information Technology in Retail : Toward Omnichannel Retailing" 18 (18): 5-16, 2014
• 34 Dewey, J., "How we think" Dover 1997
• 35 Park, C. W., "Handbook of Brand and Experience Management" 2008
• 36 Nielsen, "Global trust in advertising report" 2015
• 37 Verhoef, P. C., "From Multi-Channel Retailing to Omni-Channel Retailing. Introduction to the Special Issue on Multi-Channel Retailing" New York University 91 (91): 174-181, 2015
• 38 Mathwick, C., "Experiential Value : Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment" 77 : 39-56, 2001
• 39 De Kelver, A., "Experience shopping.Waar, waarom en hoe mensen over heel de wereld shoppen" Lannoo 2008
• 40 McKnight, D. H., "Developing and validating trust measures for e-tailing : an integrative typology" 13 (13): 334-359, 2002
• 41 Sasser, S. L., "Desperately seeking advertising creativity : Engaging an imaginative"3Ps"research agenda" 37 (37): 5-19, 2008
• 42 Petermans, A., "Designing a retail store environment for the mature market : a European perspective" 35 (35): 21-36, 2010
• 43 Horng, J. S., "Creativity as a criticalcriterion for future restaurant space design : Developing a novel model with DEMATEL application" 33 : 96-105, 2013
• 44 Kent, T., "Creative space : design and the retail environment" 35 (35): 734-745, 2007
• 45 Coelho, F., "Contextual factors and the creativity of frontline employees : The mediating effects of role stress and intrinsic motivation" 87 (87): 31-45, 2011
• 46 Sirdeshmukh, D., "Consumer Trust, Value, and Loyalty in Relational Exchange" 66 : 5-37, 2002
• 47 Antonides, G., "Consumer Behaviour: A European Perspective" Wiley 1998
• 48 Brynjolfsson, E., "Competing in the Age of Omnichannel Retailing" 54 (54): 23-29, 2013
• 49 Da Silva, R. V., "Cognitive, affective attributes and conative, behavioral responses in retail corporate branding" 15 (15): 293-305, 2006
• 50 Breckler, S. J., "Cognitive responses in persuasion : Affective and evaluative determinants" 27 : 180-200, 1991
• 51 Modig, E., "Can advertising creativity affect product perceptions and retailer evaluations" 23 (23): 452-461, 2014
• 52 Cao, L., "Business model transformation in moving to cross-channel retail strategy : A case study" 18 (18): 69-95, 2014
• 53 Claycomb, C., "Building customer relationships : an inventory of service providers ʼ objectives and practices" 16 (16): 615-635, 2002
• 54 Jacoby, J., "Brand Loyalty Measurement and Management" Wiley 1978
• 55 Brakus, J. J., "Brand Experience : What Is It? How Is It Measured? Does It Affect Loyalty" 73 (73): 52-68, 2009
• 56 Graa, A., "Application of stimulus & response model to impulse buying behavior of algerian consumers" 7 (7): 53-64, 2012
• 57 Mehrabian, A., "An approach to environmental psychology" MIT Press 1974
• 58 Singh, J., "Agency and trust mechanisms in customer satisfaction and loyalty judgments" 28 (28): 150-167, 2000
• 59 Simonson, Itamar, "Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information" Harper Business 1974
• 60 Guenzi, P., "A comprehensive model of customer trust in two retail stores" 20 (20): 290-316, 2009
• 61 Russell, J. A., "A Description of Affective Quality Attributed to Environments" 38 (38): 311-322, 1980
• 62 Massa, L., "A Critical Assessment of Business Model Research" 11 (11): 73-104, 2017