Main Article Content
brand equity, brand extension, e-services, perceived fit, self-efficacy
This research examines how differences in consumer traits of self-efficacy and need for service employee interaction impacts perceived fit between core service brand and its e-service extension and adoption by current and prospective customers. Category usage level moderates the impact of self-efficacy on perceived fit and adoption of e-services among current and potential customers. We use data from a store—based service provider that introduced online services. The results of multiple regression analysis show that users with high level of efficacy have higher perceptions of fit and are more likely to adopt e-services and category usage level moderates this effect more for current users than prospective users.