 In-store quality (in)congruency as a driver of perceived legitimacy and shopping behaviorDamien Chaney, Renaud Lunardo and Camille Saintives Journal of Retailing and Consumer Services, 2015, vol. 24, issue C, 51-59 Abstract: This research builds on the institutional theory literature to investigate the impact of retailer’s in-store quality (in)congruency on consumer shopping behavior. Specifically, considering the consensual view of legitimacy as a variable of main interest to explain organizational survival, this research focuses on legitimacy as the mediating variable explaining the effects of in-store quality (in)congruency on shopping behavior. Results from a scenario-based experiment show that in-store quality (in)congruency affects legitimacy such that when merchandise quality is low, a high store environment quality leads to lower legitimacy. Also, the results show that legitimacy acts as a mediator that induces a decrease in shopping behavior. By highlighting perceived legitimacy as the underlying mechanism explaining the effect of in-store quality incongruency on consumer behavior, this research offer new insights for retailers. Keywords: Legitimacy; Incongruency; Store environment quality; Merchandise quality; Approach behavior (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:24:y:2015:i:c:p:51-59 DOI: 10.1016/j.jretconser.2015.02.002 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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