Perceived service quality and self-concept influences on consumer attitude and purchase process: A comparison between physical and internet channels

This study aimed to explore the impact of perceived service quality and self-concept on consumer attitude and purchase process using channel type (physical and Internet) as a segmentation variable. From the perspective of consumer behaviour, this study attempted to estimate a relational model and perform an empirical validation using female cosmetics and skincare products as an example. It was discovered that the influence of perceived service quality and self-concept on consumer attitude, purchase intention and behaviour, satisfaction, and loyalty varied with channel type. The analysis result revealed that physical stores presented higher levels of agreement with all research perspectives than Internet stores. However, only two relational paths have a higher influencing effect in physical stores, and the correlations among almost all of the perspectives are stronger in Internet stores. Therefore, if Internet stores enhance their service quality and understanding of a consumer's self-concept, they can enjoy the effect of such an enhancement through a boost in consumer attitude, purchase intention and behaviour, and even in satisfaction and loyalty.