Definition and psychometric validation of a measurement index common to website and store images

What is it about?

To mesh together their channels and better handle their multichannel management, retailers must better evaluate and coordinate their various channels. They need more precise and more complete measurement instruments to compare the channels in terms of characteristics perceived by their customers.

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Why is it important?

This study delineates the scope of website and store images and defines reliable scales for evaluating each image dimension of the channels, including those totally missing from the literature. This measurement tool harnesses website and store characteristics that are very operational and easily actionable. This study demonstrates that a website can be described and analyzed along the same lines as a store, and shows the relevance of incorporating connections with other channels.