Past authors further demonstrated that if the quality service delivered is evaluated as high, consumers show more favourable attitudes (Carlson and O’Cass, 2010). In particular, attitude refers to a disposition to reply to a certain stimulus resulting positive, neutral or negative affective state (Fishbein and Ajzen, 1975). Extending this definition to our new store, consumers’ attitude toward the new integrated environment refers to a predisposition to reply in a favourable or unfavourable way. Therefore, consumers’ positive experience with the new environment, in terms of satisfaction, would increase their likelihood of showing positive attitudes towards our store. Therefore, we hypothesize: H4: The higher the consumers’ perception of the quality of the multichannel retail service, the higher consumers’ attitude towards this store will be. H5: The higher the satisfaction of the new multichannel integrated store will be, the higher consumer’s attitude towards this store will be. 2.4 Purchase Intention According to the S-O-R paradigm, response might be considered as the final outcome of performing a certain behaviour (Wu et al., 2014). In fact, previous studies showed the extent to which positive attitudes lead to purchase intention (Davis, 1989; Carlson and O’Cass, 2010; Pantano and Viassone, 2014; Poncin and Mimoun, 2014). Since an individual is more likely to behave if he/she believes that the emerging outcome will be beneficial, consumers who have a good experience in the store may have more favourable intentions to purchase within the environment, if compared to those who have a negative experience (Wu et al, 2014). Hence, we hypothesize that the new environment based on the multichannel integrated
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