Measuring and Assessing Online Store Image: A Study of Two Online Bookshops in the Benelux

The objectives of the research project described in this paper are (1) to develop reliable and valid measures for the components of online store image, and (2) to examine the influence of these components on the intention to purchase online. Conceptually, the project relies on the relatively established literature on “traditional” store image and the emerging electronic commerce literature seeking to discover the antecedents of online purchase intention. Empirically, we focus on two popular online bookstores in the Netherlands and Belgium. The process of instrument development put forward by Churchill (1979) was adopted. We conducted two rounds of data collection (pilot sample, n = 61, one online bookstore; main sample, n = 312, two online bookstores) and use a combination of exploratory and confirmatory statistical techniques to assess reliability and validity. The paper eventually presents multiple-item measurements for the following components of store image: Online Store Usefulness (6 items), Enjoyment (3 items), Ease of Use (6 items), Store Style (4 items), Familiarity (3 items), Trustworthiness (3 items) and Settlement Performance (8 items). All measures are unidimensional and contain acceptable alphas. The components are then regressed on online purchase intention, revealing significant, direct influences from Usefulness, Enjoyment, Trustworthiness and Settlement Performance. Second order influences of the other components are investigated and reported. The paper compares these results with similar results in the literature and concludes with contributions and limitations of this particular project.