Magno, FrancescaFrancescaMagnoCassia, FabioFabioCassiaRingle, Christian M.Christian M.Ringle2026-06-302026-06-302026-06-21Journal of Marketing Theory and Practice (In Press): (2026)https://hdl.handle.net/11420/63695With omnichannel shopping journeys becoming more prevalent, manufacturers are opting to create their own branded direct-to-consumer (D2C) e-commerce stores, rather than solely relying on multi-brand retailers. This research examines the customer shopping experience within these e-commerce stores and its impact on attitudes and behaviors. The model establishes a link between a perceived e-servicescape, attitudinal loyalty, and online purchase intention, suggesting that customers who have already evaluated products in a physical store (“showroomers”) respond differently to the e-servicescape than other customers do. The empirical results of a prominent technical sportswear brand’s e-commerce store support the hypothesized differences in the e-servicescape’s impacts.en1944-71752026Taylor & Francishttps://creativecommons.org/licenses/by/4.0/Technology::658: General Managament::658.8: Of MarketingJournal Article10.1080/10696679.2026.268837210.15480/882.17392