When customers have a positive impression of a traditional chain of shops, they are more likely to make purchases with the same chain online. This was one of the conclusions of the joint research conducted by Willemijn van Dolen (Amsterdam Business School) Tibert Verhagen (VU University Amsterdam) and the Free Record Shop.

Their research indicates that consumers are more likely to make online purchases when they have a positive impression of a traditional chain of shops. The researchers were thus able to demonstrate the direct effect of the impression made by a shop and the willingness of consumers to purchase from this same shop online. Additionally, the findings clearly show that consumer impressions regarding a shop influences how they perceive the quality of a web-based shop.

The researchers describe a reference effect. "Features belonging to the traditional shop are used by customers to evaluate the online web shop. Significantly, there is evidence here of a 1 to 1 relationship here. The range of products, the shopping experience and service of the traditional shop continue to affect the impressions a customer has with regard to the range of products, the shopping experience and service of the online web shop."

"Contrary to what you'd expect, it is often not a case of ‘cannibalisation' when it comes to a chain's online web shops versus its traditional shops. Research shows that both types of shops can enhance each other when the shop chain successfully combines and utilises a consumer's impressions and perceptions."

In addition to publication in the academic journal Information & Management, there has been media interest from various newspapers, news sites, GPD press services and radio.