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The purpose of this paper is to examine the effects of the customer-sales associate relationship, customers\u2019 receptiveness to online store shopping, and their interaction effects on the customer\u2019s attitude toward multichannel shopping behavior when the firm decides to establish an online store as the online channel. The authors also examine how customers\u2019 multichannel shopping behavior affects their future spending intentions.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Survey data were collected by soliciting 231 customers who purchased cosmetics in department stores within the past three months. Subjects were asked to give their overall evaluation of their offline and online shopping experiences in the last three months.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Results show that the customer-sales associate relationship significantly reduces customers\u2019 attitude toward searching offline but purchasing online. Receptiveness to online store shopping has significant effects on customers\u2019 attitude toward multichannel shopping behaviors regardless of whether they search or purchase via the online channel. The customer-sales associate relationship also moderates the relationship between customers\u2019 receptiveness to online store shopping and multichannel shopping behaviors. Finally, unlike other types of online and offline multichannel shoppers who display higher future spending intentions when the physical store decides to open an online store, those who prefer physical stores for both information searching and product purchasing display lower spending intentions.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>To the best of the authors\u2019 knowledge, this paper is the first to use customer-sales associate relationships to investigate consumers\u2019 attitude toward multichannel shopping behavior. The findings provide meaningful implications for service providers that use sales associates to increase consumers\u2019 value via face-to-face service, but find it challenging to go online.<\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-08-2013-0173","type":"journal-article","created":{"date-parts":[[2017,1,11]],"date-time":"2017-01-11T09:58:11Z","timestamp":1484128691000},"page":"2-20","source":"Crossref","is-referenced-by-count":36,"title":["Consumer choice of multichannel shopping"],"prefix":"10.1108","volume":"27","author":[{"given":"Jyh-Shen","family":"Chiou","sequence":"first","affiliation":[]},{"given":"Szu-Yu","family":"Chou","sequence":"additional","affiliation":[]},{"given":"George Chung-Chi","family":"Shen","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2020120922382579400_ref001","volume-title":"Multiple Regression: Testing and Interpreting Interactions","year":"1991"},{"issue":"2","key":"key2020120922382579400_ref002","doi-asserted-by":"crossref","first-page":"179","DOI":"10.1016\/0749-5978(91)90020-T","article-title":"The theory of planned behavior","volume":"50","year":"1991","journal-title":"Organizational Behavior and Human Decision Processes"},{"issue":"3","key":"key2020120922382579400_ref003","doi-asserted-by":"crossref","first-page":"38","DOI":"10.1177\/002224299706100303","article-title":"Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces","volume":"61","year":"1997","journal-title":"Journal of Marketing"},{"key":"key2020120922382579400_ref004","unstructured":"Ansari, A., Mela, C.F. and Neslin, S.A. 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