Transaction uncertainty is an impediment to customer satisfaction and remains a problem in the dual-channel retailing context. Most consumers use web stores for information and evaluation. This process influences their subsequent retailer selection and consumer satisfaction. In this study, the retailer brand, as the source of transaction information, is considered as a solution to the problem of transaction uncertainty. Brand attractiveness, the affective aspect of brand, is identified as an affective-based uncertainty mitigator and is considered together with brand credibility, the cognitive aspect of brand. Drawing on the source attractiveness/credibility model, retailer brand attractiveness and credibility are proposed and confirmed to reduce transaction uncertainty, in turn improving customer satisfaction. The moderating role of online–offline channel integration on the uncertainty reduction effect of retailer brand attractiveness and credibility is investigated. Online–offline channel integration has been found to be the essential condition for the uncertainty reduction effect of retailer brand attractiveness. Online–offline channel integration is also found to form a synergy with retailer brand credibility in reducing uncertainty. These findings show that the web stores of dual-channel retailers should invest in brand attractiveness and credibility orderly and coordinate brand investment with online–offline channel integration.

交易不确定性是客户满意度的障碍，并且在双渠道零售环境中仍然是一个问题。大多数消费者使用网络商店来获取信息和评估。这个过程会影响他们随后的零售商选择和消费者满意度。在本研究中，零售商品牌作为交易信息的来源，被认为是解决交易不确定性问题的方法。品牌吸引力，即品牌的情感方面，被认为是基于情感的不确定性缓解因素，并与品牌可信度（品牌的认知方面）一起考虑。借鉴来源吸引力/可信度模型，提出并确认零售商品牌吸引力和可信度，以减少交易的不确定性，进而提高客户满意度。研究了线上线下渠道整合对零售商品牌吸引力和可信度的不确定性降低效果的调节作用。已发现线上线下渠道整合是零售商品牌吸引力降低不确定性效应的必要条件。还发现线上线下渠道整合与零售商品牌信誉形成协同效应，减少不确定性。这些研究结果表明，双渠道零售商的网店应该有序地投资于品牌吸引力和信誉，并将品牌投资与线上线下渠道整合相协调。已发现线上线下渠道整合是零售商品牌吸引力降低不确定性效应的必要条件。还发现线上线下渠道整合与零售商品牌信誉形成协同效应，减少不确定性。这些研究结果表明，双渠道零售商的网店应该有序地投资于品牌吸引力和信誉，并将品牌投资与线上线下渠道整合相协调。已发现线上线下渠道整合是零售商品牌吸引力降低不确定性效应的必要条件。还发现线上线下渠道整合与零售商品牌信誉形成协同效应，减少不确定性。这些研究结果表明，双渠道零售商的网店应该有序地投资于品牌吸引力和信誉，并将品牌投资与线上线下渠道整合相协调。