Consumer attitude toward virtual stores and its correlates

Supported by the growth of information technology, the virtual stores have increased their importance in the modern marketing environment. The purpose of this research is to investigate the relationships between consumer attitude toward virtual stores and its correlates. A conceptual model with four postulated hypotheses is proposed and verified by empirical data. Our study results show that consumer risk averseness is negatively related to consumer attitude, whereas consumer convenience orientation and the impulse tendency are both positively related with consumer attitude toward virtual stores. Implications for practitioners and suggestions for further research are also provided.