The Mediating Effect of Trust and Perceived Value on the Relationship between Corporate Image and Online Shopping Intention: A Study on Consumer Durables

The study aims to reveal factors that affect customers’ extension from the offline to the online channel and investigate how these factors influence consumers’ behavior toward online channel adoption. We examine how offline corporate image, trust, and perceived value affect consumers’ online shopping intentions. This study focuses on electrical appliances, both brown and white goods. A convenience sampling method was followed for the data collection process using both an online and offline survey method. Data were collected from 219 consumers who had purchased an electric appliance (brown or white goods, e.g., dishwasher, refrigerator, oven) within the last three months. Data were analyzed with structural equation modeling, and mediation effects of offline perceived value and trust were tested with SPSS process macro. Our empirical results suggest that consumers’ offline-based trust and value perceptions significantly drive their online shopping intentions for durable products. The findings also reveal that offline trust and perceived value mediate the relationship between corporate image and online shopping intention.