On-line store image: identification of measurements and measuring scales

Authors

  • Rafaela Rodrigues Correia Universidade do Estado de Santa Catarina/ professora Universidade do Estado de Santa Catarina/ doutoranda
  • Rafael Tezza Universidade do Estado de Santa Catarina - UDESC/ Professor
  • Éverton Luís Pellizzaro de Lorenzi Cancellier Universidade do Estado de Santa Catarina - UDESC/ Professor

DOI:

https://doi.org/10.19094/contextus.v15i3.966

Keywords:

On-line store image. Measurement. Scale.

Abstract

An on-line store image assists in satisfying consumer needs and, despite its importance, it is still a concept under construction. In this context, this study aims to identify the different ways of measuring on-line store images, showing how the scales were created, adapted and replicated compiling this knowledge that is dispersed. For this purpose, a bibliographical compilation of articles was made that address the ways of measuring the image of an on-line store from 2003 to 2015. The results point to a diversity of conceptual frameworks and dimensions. The most recurrent dimensions were: atmosphere of the on-line store, pleasure in buying and ease of use. Dimensions such as brand image, price, promotion, reputation and connection with other channels were little used by researchers, appearing only in more recent studies. It has been found that there is no universally accepted scale for measuring the image of the on-line store.

Author Biographies

Rafaela Rodrigues Correia, Universidade do Estado de Santa Catarina/ professora Universidade do Estado de Santa Catarina/ doutoranda

Graduada em Economia, mestre em Economia e doutoranda em Administração. Leciono no Departamento de Ciências Econômicas na Universidade do Estado de Santa Catarina - UDESC nas áreas de Macroeconomia, Economia Internacional, Economia Monetária e Microeconomia.

Rafael Tezza, Universidade do Estado de Santa Catarina - UDESC/ Professor

Professor dos Programas de Graduação e Pós-Graduação em Administração de Empresas.

Éverton Luís Pellizzaro de Lorenzi Cancellier, Universidade do Estado de Santa Catarina - UDESC/ Professor

Professor do Programa de Pós-Graduação em Administração de Empresas

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Published

2017-12-30

How to Cite

Correia, R. R., Tezza, R., & Cancellier, Éverton L. P. de L. (2017). On-line store image: identification of measurements and measuring scales. Contextus - Contemporary Journal of Economics and Management, 15(3), 144–173. https://doi.org/10.19094/contextus.v15i3.966

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