Journal of the Academy of Marketing Science

, Volume 40, Issue 4, pp 539–557 | Cite as

Transference and congruence effects on purchase intentions in online stores of multi-channel retailers: initial evidence from the U.S. and South Korea

  • Vishag Badrinarayanan
  • Enrique P. Becerra
  • Chung-Hyun Kim
  • Sreedhar Madhavaram
Original Empirical Research


Drawing from research on retailing, online shopping behavior, and theories of cognitive psychology, we develop and test a framework that investigates purchase intentions in online stores of multi-channel retailers. The framework simultaneously examines the influence of transference of attitude and trust from the multi-channel retailer’s physical to online stores, image congruence between the multi-channel retailer’s physical and online stores, and image congruence between the multi-channel retailer’s online store and a prototypical online store. Further, recognizing that several retailers now operate as multi-channel retailers in different countries, we examine the influence of cultural differences in thought processes (i.e., holistic versus analytic thinking) on shoppers’ evaluation of online stores of multi-channel retailers. Toward this end, we test the framework using data collected from respondents in the U.S. (analytic thinkers) and South Korea (holistic thinkers). We conclude with a discussion of the findings, suggestions for future research, and potential limitations.


Multi-channel retailing Online purchase intentions Trust and attitude transference Image congruence Analytic versus holistic thinking styles 


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Copyright information

© Academy of Marketing Science 2010

Authors and Affiliations

  • Vishag Badrinarayanan
    • 1
  • Enrique P. Becerra
    • 1
  • Chung-Hyun Kim
    • 2
  • Sreedhar Madhavaram
    • 3
  1. 1.McCoy College of Business AdministrationTexas State University – San MarcosSan MarcosUSA
  2. 2.Graduate School of Media CommunicationsSogang UniversitySeoulSouth Korea
  3. 3.Nance College of Business AdministrationCleveland State UniversityClevelandUSA

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