The existing literature shows that customers’ satisfaction with a retailer’s old channels can increase their acceptance of the retailer’s new channels. However, high customer satisfaction may trigger a disconfirmation effect, resulting in negative spillover when e-retailers introduce offline stores. Based on theories of global versus local processing, this study aims to investigate how customers’ satisfaction with online stores influences their acceptance of newly added offline stores by considering the synergic effects of brand trust and negative disconfirmation. After conducting a secondary data analysis and three lab experiments, our results indicate that there is an inverted U-shaped relationship between customers’ satisfaction with online stores and their acceptance of newly added offline stores. In addition, product category differences weaken the positive spillover effects of online satisfaction. Channel task differences simultaneously strengthen the positive spillover effects and weaken the negative spillover effects of online satisfaction.

中文翻译：

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积极溢出效应还是消极溢出效应？线上渠道满意度对线下渠道采用的影响

现有文献表明，顾客对零售商旧渠道的满意度可以提高他们对零售商新渠道的接受度。然而，高客户满意度可能会引发否定效应，导致电子零售商引入线下商店时产生负面溢出。基于全局与本地处理理论，本研究旨在通过考虑品牌信任和负面否定的协同效应，研究顾客对在线商店的满意度如何影响他们对新增线下商店的接受度。经过二次数据分析和三个实验室实验，我们的结果表明，顾客对线上商店的满意度与对新增线下商店的接受度之间存在倒U型关系。此外，产品品类差异削弱了在线满意度的积极溢出效应。渠道任务差异同时强化了在线满意度的正溢出效应并削弱了负溢出效应。