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World class computing and information science research at Strathclyde...

The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including by researchers from the Department of Computer & Information Sciences involved in mathematically structured programming, similarity and metric search, computer security, software systems, combinatronics and digital health.

The Department also includes the iSchool Research Group, which performs leading research into socio-technical phenomena and topics such as information retrieval and information seeking behaviour.

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Person–place congruency in the Internet Banking context

Gounaris, Spiros and Koritos, Christos and Vassilikopoulou, Katerina (2010) Person–place congruency in the Internet Banking context. Journal of Business Research, 63 (9-10). pp. 943-949. ISSN 0148-2963

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Abstract

This study proposes and empirically validates a model that incorporates the interaction effects of consumer's shopping orientation (utilitarian/recreational) and attitudes towards the online store atmospheric qualities (information related cues, navigation cues, aesthetic cues) on online shopping behavior. The use of an underutilized technique for detecting interaction effects unveils the superiority of interaction effects over direct effects in explaining online shopping behavior. Results reveal significant interaction effects during the information search stage but not during the purchase stage. Furthermore, the interaction effects were significant only for utilitarian shoppers but not for the recreational ones. The results signify the distinctive nature of online shopping compared to the offline one, and the need for retailers to distinguish online and offline store atmosphere management.