The Impact of Click and Mortar on Consumers Intention to Purchase Online

Abstract

This paper aims to clarify the impact of click and mortar business model on Lebanese consumers’ intention to purchase online. Also to compare the hedonic and utilitarian shopping motivation towards the online option of click and mortar business model. The research methodology is based on Saunders research onion, positivism philosophy, deductive approach, a quantitative method based on a survey distributed to 1365 Lebanese respondents. Using regression analysis and correlation test, the author found that utilitarian and hedonic motivation have a different effect on consumers’ intention to purchase online from click and mortar companies. It also shows the moderator variables have different effects on consumers’ motivation to purchase online. This paper is unique for its palpation in addressing an important topic in the Lebanese market. Actually, the findings of this study create the floor for marketers and academics to generalize the difference between hedonic and utilitarian shopping motivation towards online shopping from click and mortar business model. The findings reveal that consumers are shifting towards shopping online. So click and mortar business model is a must.