A New Approach for In-store Communication in the Ontact Era : Based on the Effect of the Indirect Experience via Social Media
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The current ontact environment is accelerating the paradigm shift of retail store communication from traditional ways with offline store-centered activities to expansive and synergistic marketing actions using social media. Considering this background, the present study aimed at exploring the comparative effects of direct and indirect experiences with in-store communication on brand attitudes and behavioral intention. For this purpose, two surveys were conducted: an on-site survey of 269 respondents who visited one of the selected offline brand stores and a subsequent online survey of 334 respondents who indirectly encountered the information and activities of an offline store through blogs. Results indicate that in-store communication had positive effects on both cognitive and emotional attitudes toward the brand for either directly or indirectly experienced consumers. Also, for indirectly experienced consumers, emotional attitude had a positive effect on the cognitive attitude, while for both directly and indirectly experienced consumers, brand trust mediated the effect of cognitive attitude on behavioral intention. Based on the findings, several practical implications for effective in-store communication were discussed and directions for future research were suggested.
Abstract
The current ontact environment is accelerating the paradigm shift of retail store communication from traditional ways with offline store-centered activities to expansive and synergistic marketing actions using social media. Considering this background, the present study aimed at exploring the comparative effects of direct and indirect experiences with in-store communication on brand attitudes and behavioral intention. For this purpose, two surveys were conducted: an on-site survey of 269 respondents who visited one of the selected offline brand stores and a subsequent online survey of 334 respondents who indirectly encountered the information and activities of an offline store through blogs. Results indicate that in-store communication had positive effects on both cognitive and emotional attitudes toward the brand for either directly or indirectly experienced consumers. Also, for indirectly experienced consumers, emotional attitude had a positive effect on the cognitive attitude, while for both directly and indirectly experienced consumers, brand trust mediated the effect of cognitive attitude on behavioral intention. Based on the findings, several practical implications for effective in-store communication were discussed and directions for future research were suggested.
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