In Person and Online Stores, Experiences Linked (03-03-20)

Verhagen and teammates studied links between consumer in-store experiences and those they have online.  The investigators determined that “consumer evaluations of a firm’s online store have been found to be influenced by consumer interactions with the firm’s in‐store personnel. . . . we propose hypotheses and accordingly model in‐store personnel’s competence and friendliness as determinants of online store usefulness, online store enjoyment, and online store value. Using consumer data collected from two Dutch multichannel retailers, we test this model. . . . The results provide clear support for the model and confirm that consumers may use characteristics of in‐store personnel as analogies when evaluating a firm’s online store.” Additional links between other aspects of in-store and online experiences seem probable.

Tibert Verhagen, Willemijn van Dolen, and Jani Merikivi.  2019. “The Influence of In-Store Personnel on Online Store Value:  An Analogical Transfer Perspective.”  Psychology and Marketing, vol. 36, no. 3, pp. 161-174,