Conversion Rates in Online Stores of Hybrid retailers: Impact of Image Congruity with Parent Physical Store and Rival Online Prototype

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dc.contributor.authorBecerra, Enrique P.
dc.date.accessioned2009-07-21T10:06:37Z
dc.date.available2012-02-24T10:06:54Z
dc.date.issued2007-01
dc.descriptionResearch Enhancement Program Final Report
dc.description.abstractThe study successfully tested the influence of store image congruity on online conversion rates. The study yielded two manual script, which are being revised before submitted to journals for review. One of the studies entails testing the influence of culture (i.e., thinking tendencies) on store image congruity and its effect on online conversion rates. The other study tests the impact of store image congruity in the domestic market. For both studies, students, from Texas State and a major South Korean University, were used (with IRB permission) as subjects. The studies were successfully presented in two important marketing conferences.
dc.description.departmentSponsored Programs
dc.formatText
dc.format.extent1 page
dc.format.medium1 file (.pdf)
dc.identifier.citationBecerra, E. P. (2007). Conversion rates in online Stores of hybrid retailers: Impact of image congruity with parent physical store and rival online prototype. Research Enhancement Program, Texas State University, San Marcos, Texas.
dc.identifier.urihttps://hdl.handle.net/10877/2888
dc.language.isoen
dc.subjectonline stores
dc.subjecthybrid retailers
dc.subjectimage congruity
dc.subjectphysical stores
dc.subjectcompetitors
dc.titleConversion Rates in Online Stores of Hybrid retailers: Impact of Image Congruity with Parent Physical Store and Rival Online Prototype
dc.typeReport

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