The study examines how different consumers evaluate online shopping sites set up
by bricks-and-mortar retailers. In particular, it examines how differences in consumers' information
processing abilities and motivation as well as in their predispositions
towards a site's material affect their attitudes towards that site and the
amount of time they spend at the site. The postulated relationships are depicted in the
form of a path diagram. The sites assessed were two electronic shopping sites
belonging to well established casual wear multi-channel retailers. Findings suggested
that attitudes towards a retailers brand (predisposition) transfers to attitudes
towards the retailer's shopping site. The characteristics of the web site were
found to moderate the impact of involvement, Internet knowledge and Internet
experience, on both attitudes towards a site and the visit duration.
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