Imagem de loja on-line: identificação de medidas e escalas de mensuração

An on-line store image assists in satisfying consumer needs and, despite its importance, it is still a concept under construction. In this context, this study aims to identify the different ways of measuring on-line store images, showing how the scales were created, adapted and replicated compiling this knowledge that is dispersed. For this purpose, a bibliographical compilation of articles was made that address the ways of measuring the image of an on-line store from 2003 to 2015. The results point to a diversity of conceptual frameworks and dimensions. The most recurrent dimensions were: atmosphere of the on-line store, pleasure in buying and ease of use. Dimensions such as brand image, price, promotion, reputation and connection with other channels were little used by researchers, appearing only in more recent studies. It has been found that there is no universally accepted scale for measuring the image of the on-line store.

[1]  R. A. Kass,et al.  Leisure Activities and Need Satisfaction , 1977 .

[2]  L. Good,et al.  Developing customer loyalty from e‐tail store image attributes , 2003 .

[3]  V. Zeithaml.  Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence: , 1988 .

[4]  Sirkka L. Jarvenpaa,et al.  Consumer trust in an Internet store , 2000, Inf. Technol. Manag..

[5]  J. E. Swan,et al.  Consumer perceptions of interpersonal equity and satisfaction in transactions: A field survey approach. , 1989 .

[6]  Kenneth A. Hunt,et al.  Conceptualization and operationalization of retail store image: A case of rival middle-level theories , 1992 .

[7]  J. Kelly.  Work and Leisure: A Simplified Paradigm , 2009 .

[8]  Eun-Ju Lee,et al.  The effects of utilitarian and hedonic online shopping value on consumer preference and intentions , 2006 .

[9]  M. Gilly,et al.  eTailQ: dimensionalizing, measuring and predicting etail quality , 2003 .

[10]  Rodolfo Vázquez,et al.  Consumer-based Brand Equity: Development and Validation of a Measurement Instrument , 2002 .

[11]  Tibert Verhagen,et al.  Online purchase intentions: A multi-channel store image perspective , 2009, Inf. Manag..

[12]  James Reardon,et al.  Applied Scale Development: Measurement Of Store Image , 2011 .

[13]  J. B. Kernan,et al.  On the Meaning of Leisure: An Investigation of Some Determinants of the Subjective Experience , 1983 .

[14]  R. F. Kelly,et al.  The Semantic Differential: An Information Source for Designing Retail Patronage Appeals , 1967 .

[15]  J. Rotter.  Generalized expectancies for internal versus external control of reinforcement. , 1966, Psychological monographs.

[16]  P. Stephenson,et al.  Identifying Determinants of Retail Patronage , 1969 .

[17]  Kirk L. Wakefield,et al.  Excitement at the mall: Determinants and effects on shopping response , 1998 .

[18]  Don Scott,et al.  An exploratory investigation into e-tail image attributes important to repeat, internet savvy customers , 2004 .

[19]  Kirk L. Wakefield,et al.  The effect of the servicescape on customers’ behavioral intentions in leisure service settings , 1996 .

[20]  Elizabeth C. Hirschman,et al.  The Effect of Verbal and Pictorial Advertising Stimuli on Aesthetic, Utilitarian and Familiarity Perceptions , 1986 .

[21]  J. Hollender.  Motivational Dimensions of the Camping Experience , 1977 .

[22]  D. MacInnis,et al.  Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitude , 1998 .

[23]  Gerald L. Lohse,et al.  Internet retail store design: How the user interface influences traffic and sales , 2006, J. Comput. Mediat. Commun..

[24]  Marcel Creemers,et al.  Understanding online purchase intentions: contributions from technology and trust perspectives , 2003, Eur. J. Inf. Syst..

[25]  Gerald L. Lohse,et al.  A Classification of Internet Retail Stores , 1997, Int. J. Electron. Commer..

[26]  S. Sitkin,et al.  Determinants of Risky Decision-Making Behavior: A Test of the Mediating Role of Risk Perceptions and Propensity , 1995 .

[27]  J. Russell.  A circumplex model of affect. , 1980 .

[28]  R. Oliver,et al.  Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction , 1993 .

[29]  J. Zaichkowsky.  Measuring the Involvement Construct , 1985 .

[30]  A. Parasuraman,et al.  Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research , 1994 .