Abstract (EN)

E-commerce has become a key component of brand retail strategies since the advent of omni-channel distributions. Many researchers have investigated the strategic role of e-commerce, and some recent articles show the importance of exploring the impact of this distribution model on consumer behaviour. However, there is no study focusing on how visits to a website create expectations of the shop. Relying on the expectancy-value theory and the omni-channel literature, the purpose of this paper is to fill this gap by focusing on how the digital channel can create expectations for the physical channel.