The Relationship Between Offline Channel Attributes And Consumers’ Channel Selection Intention

There is a recent trend among many e-retailers across the world to expand their online only channels to offline stores, so that to increase demand among their online stores and to gain more online shoppers that have high levels of uncertainty when buying online. So the main aim of this research is to determine the offline attributes that affect the channel selection intention when adding offline store for online first retailers, and studying the impact of some consumer characteristics on this relationship. Data was analyzed using partial least squares structural equation modeling. The results revealed that cognitive attributes are one of the variables that online shoppers look for when buying offline, additionally, the affective attributes of the offline store will make the repeated online shopper more likely to shop online and the relational attributes of the offline store will make the goal oriented online shopper more likely to purchase online after adding the offline channel