Thesis (Ph.D.) - Cairo University - Faculty of Commerce - Department of Business Administration

There is a recent trend among many e-retailers across the world to expand their online only channels to offline stores, so that to increase demand among their online stores and to gain more online shoppers that have high levels of uncertainty when buying online.So the main aim of this study is to increase our academic understanding as well as channel design implications for online retailers that apply the online to offline channel extension strategy. More specifically, by studying the offline attributes that affect the channel selection intention when adding offline store for online first retailers, as well as by studying the moderating impact of product characteristics and consumer characteristics (shopping experience, shopping situation, and interaction orientation) on this relationship.Accordingly, literature was reviewed, secondary data regarding the online shoppers{u2018} population in Egypt was gathered.Thereafter, a qualitative study was conducted using semi-structured interviews with a convenient sample of 10 online consumers.Then, a quota sample was used to collect data in the current study. Over a period of three months structured questionnaires was distributed to 400 Egyptian online shoppers in Greater Cairo, data was collected through mixing two survey modes; self-administered questionnaire distributed offline & online questionnaire.Moreover, Data was analyzed using partial least squares structural equation modeling.The results revealed that cognitive attributes are one of the variables that online shoppers look for when buying offline

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