The effect of offline brand trust and perceived internet confidence on online shopping intention in the integrated multi‐channel context

Purpose – The purpose of this research is to examine the influences of consumer trust and perceived internet confidence on consumer apparel shopping intention via the online retailer operated by a multi‐channel retailer. Design/methodology/approach – A total of 261 students in a large US Midwestern University participated in the paper‐based survey and provided usable responses. Structural equation modeling was used to test hypotheses. Findings – Consumer trust in an online retailer was a significant predictor of perceived internet confidence and search intention for product information via the online retailer. Search intention for product information via the online store and perceived internet confidence were significant and strong predictors of consumers' behavioral intention toward the online retailer. Research limitations/implications – Limitations of the present study include sampling, which prevents the generalization of the results to all multi‐channel shoppers. Practical implications – The findings of the study suggest that retailers offer an internet channel as part of a multi‐channel retail strategy and provide consistent service throughout their various channels. Originality/value – The paper finds that there are significant influences of consumer trust and perceived internet confidence on consumer apparel shopping intention via the online retailer operated by a multi‐channel retailer.