Transferability of Online Store Image- A Comparative Study of Zalando's Online Store Image In Germany, Sweden and The Netherlands.pdf

Sammanfattning: Purpose: The purpose of this thesis is to examine the role of online store image in the internationalization process of online retailers. Based on the assumption that a favorable image is a competitive advantage for retailers, this master thesis examines whether or not a favorable domestic online store image, can be replicated in the in- ternationalization process of online retailers. Using a comparative case design, the costumers’ perceptions of Zalando’s (German fashion online retailer) online store image in Germany, the Netherlands and Sweden are compared and analyzed. Design/methodology/approach: Applying a multi-attribute based operationalization of online store image, this thesis compares the online store image of the case company Zalando in Germany, Sweden and the Netherlands. Using an Internet survey technique 450 consumers in the examined countries were surveyed. Findings: The findings show that the transfer of online store image is possible, thereby intangible attributes transfer better than tangible attributes, data furthermore suggest that image develops positively over time and the most important online store image component with regard to purchase intention is "site experience", describing usability, style and enjoyment of the online store. Practical implications: The practical contribution of the study and its managerial implications are, that online retailers should culturally adapt tangible online store image attributes and standardize intangible attributes. Besides online retailers should improve the "site experience" of shoppers in order to increase purchase intention. Originality/value: The role of online store image in the internationalization pro- cess of online retailers has, to the best of our knowledge, not been examined before. The originality of the work is therefore found in linking the online store image litera- ture and the international retail literature. Valuable insights into the process of online store image transfer for a leading European fashion online retailer are given.