Online and Offline Patronage Behavior in a Retail Setting

The Internet provides an alternative method for
reaching retail consumers. Here, three related
studies are presented, each focusing on specific
questions relating to the overall area of inquiry.
The key dependent variables focus on three stages of
patronage behavior: the pre-purchase stage (i.e.,
trust, purchase intention), the purchase stage
(i.e., retail choice, shopping frequency), and the
post-purchase stage (i.e., customer satisfaction,
word-of-mouth behaviors). Studies 1 and 2 examine
the dependent variables related to the purchase
stage, whereas Study 3 probes variables related to
the pre- and post-purchase stages. In Study 1,
baseline models are formulated based on the findings
from a critical review of retail patronage studies
and a meta-analysis of these studies. In Study 2, a
competing model is forged on the basis of research
findings from e-commerce research and practice. In
Study 3, we investigate the potential influence of
an e-store s privacy policy on consumers online
patronage behavior, along with the influence of
situational variables (e.g., risk levels). We test
competing hypotheses built upon different theories.

Autorentext
Dr. Yue Pan is an associate professor of marketing at the
University of Dayton. She has published academic articles in the
Journal of Retailing, Psychology & Marketing, Journal
of Business Research, Journal of Macromarketing, Journal of International Consumer Marketing, and others.

Klappentext
The Internet provides an alternative method for reaching retail consumers. Here, three related studies are presented, each focusing on specific questions relating to the overall area of inquiry. The key dependent variables focus on three stages of patronage behavior: the pre-purchase stage (i.e., trust, purchase intention), the purchase stage (i.e., retail choice, shopping frequency), and the post-purchase stage (i.e., customer satisfaction, word-of-mouth behaviors). Studies 1 and 2 examine the dependent variables related to the purchase stage, whereas Study 3 probes variables related to the pre- and post-purchase stages. In Study 1, baseline models are formulated based on the findings from a critical review of retail patronage studies and a meta-analysis of these studies. In Study 2, a competing model is forged on the basis of research findings from e-commerce research and practice. In Study 3, we investigate the potential influence of an e-store's privacy policy on consumers' online patronage behavior, along with the influence of situational variables (e.g., risk levels). We test competing hypotheses built upon different theories.