An exploratory investigation into e-tail image attributes important to repeat, internet savvy customers

This paper offers results from an exploratory study investigating e-tail store image attributes important to repeat, internet savvy customers of a major Australian grocery e-tailer. The study was undertaken in response to a perceived need on the part of the e-tailer for a better understanding of how image operated on-line, and a review of extant literature which indicated that while retail store image in traditional bricks-and-mortar environments had been extensively investigated; limited empirical work involving consumers had been undertaken within the e-tail environment. Three components incorporating traditional and e-tail specific attributes were identified; core demands, institutional factors and information.