Is Technology Moderating the Influence of Store Equity on Behavioral Intentions? Evidence from Spanish Retailing

In today’s competitive environment in which retailers operate, store equity is seen as a key differentiating factor. However, to date there is little research on the dimensionality of the store equity and its influence on consumer behavioral intentions. Additionally, one might consider the way in which the technology implemented by the retailer can influence store equity and its relations with other constructs. Therefore, this paper aims to analyze the relationship between store equity and behavioral intentions, and the influence of information and communication technology on this relation. From a survey of 820 customers of store chains, we find evidence in favor of the positive influence of store equity on consumer behavioral intentions towards the retailer and the role of technology as a moderator in this relationship.