Whether Aspects in Virtual Storefronts Influence Customers' Patronage and Purchase Intention in Physical Counterparts? An Empirical Study

This article reports an investigation verifying and measuring the relationships among aspects in virtual storefronts and customers' patronage and purchase intention in physical commercial contexts, as well as the familiarity' impact on purchase intention. Based upon prior theoretical studies, a research model was established, and then the corresponding instrument's reliability and validity were confirmed through analyzing empirical data. The findings are valuable to click-and-mortar businesses aiming to increase revenue in physical storefronts by means of enhancing the design and contents of their online business footholds.