Impact of initial‐trust‐image on shopper trust and patronage intentions : A study of young, male apparel shoppers in India

Purpose – The purpose of this paper is to examine the role of “initial” store image in a new store. Existing research affords limited explanation of how shopper trust in store is formed prior to store visits and regarding the impact of “initial” store image on shopper trust and patronage intentions. Design/methodology/approach – Specifically, this paper operationalizes “trust‐image” of a new store as an antecedent to shopper trust; uses a multidimensional conceptualization for “trust‐image” which is similar to the existing tripartite view of “trustworthiness”; and examines the effect of store visit on perceived salience of trust‐image. The laboratory experiment has four scenarios that manipulate store image as positive/negative, and store visit by a “close friend” who is the source of trust‐image as none/one. Findings – This is possibly the first empirical evidence supporting the significance of trust‐image in influencing shopper trust and patronage intentions of a new store. Contrary to existing theory, store “dependability” is not really significant for Indian apparel retail consumers at initial stages of store visits. Research limitations/implications – Further research is needed to examine which image dimensions contribute to formation of trust‐image across different products, age groups, and gender. Practical implications – Retailers planning a foray into India need to understand that store “trust‐image” needs significant attention for a new store and also that Indian shoppers evaluate stores differently. Originality/value – While the association between store image and patronage is well known, there is limited knowledge of trust‐image formation in a new store. This paper explodes the existing belief that store dependability is the first stage evaluation by shoppers bringing to light that Indian shoppers are unique in their experience of trust.