How online and offline behavior processes affect each other: customer behavior in a cyber-enhanced bookstore

Click-and-mortar is a business model in which companies supplement their physical outlet with an online channel. Channel integration makes it possible for companies to access synergies that may be unavailable to companies that separate these channels into distinct entities. However, a review of previous studies provided no model addressing the underlying dynamics of click-and-mortar behavior. This study proposes a phenomenal model to evaluate the antecedents of customer behavioral processes in online and offline channels, by empirically extending the IS success model to incorporate a tri-component behavioral process as its theoretical foundation. This study draws a number of conclusions. First, information quality does not significantly affect online satisfaction when customers select mortar to click as their involving sequence. Second, environment quality does not affect offline satisfaction when customers choose click to mortar as their involving sequence. Finally, different channels have different advantages and weaknesses. Copyright Springer Science+Business Media B.V. 2013