عنوان انگلیسی مقاله:

E-tail brand experience’s influence on ebrand trust and ebrand loyalty: The moderating role of gender

ترجمه عنوان مقاله: نفوذ تجربه نام تجاری الکترونیکی بر اعتماد نام تجاری الکترونیکی و وفاداری نام تجاری الکترونیکی: نقش تعدیل جنسیت

رشته: بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 21 صفحه

منبع: Emerald

نوع فایل: pdf

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چکیده مقاله

Purpose: The purpose of this paper is to examine the influence of e-tail brand experience on e-brand trust and e-brand loyalty. The study also tests whether gender moderates this influence.
Design/methodology/approach: In all, 429 responses were collected using both offline and online survey methods. Confirmatory factor analysis and structural equation modelling techniques were performed to test the measurement and structural models using SPSS 20.0 and AMOS 20.0 statistical software.
Findings: Empirical results confirm the impact of e-tail brand experience on e-brand trust and e-brand loyalty. Gender was found to moderate the relationships. It was further found that e-tail brand experience developed almost same levels of e-brand trust in both males and females. However, males became more loyal to e-tail brands when they received positive e-tail brand experiences.
Practical implications: E-tail brand managers should focus on the design and delivery of unique e-tail brand experiences to develop e-brand trust and e-brand loyalty in customers. The direct influence of e-tail brand experience on e-brand loyalty was found to be weaker in females, which suggests that managers could take steps to specifically deliver experiences that please female customers which might result in increased e-brand loyalty of this segment.
Originality/value: Examining the phenomenon of brand experience in context of online retail while considering gender as moderator highlights the originality and contribution of the present study to existing retail and brand experience literature.

Keywords: Gender, E-brand loyalty, E-brand trust, E-tail brand, E-tail brand experience, Online brand experience

مقدمه مقاله

Providing unique and memorable brand experience has become a vital strategy amongretailers, and area of interest among academics (Verhoef et al., 2009). Brakus et al. (2009) defined brand experience as customers’ “sensations, feelings, cognitions, and behavioural responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments” (p. 53). They stated that brand experience is distinct from evaluative, affective and associative constructs such as brand attitude, brand attachment, brand involvement, brand personality and customer delight. Brand experience provides a strong basis for the holistic evaluation of a brand, and a positive brand experience improves customer satisfaction and brandloyalty (Brakus et al., 2009). The importance of providing positive brand experience has been widely acknowledged in the growing online shopping environment (Ha and Perks, 2005; Morgan-Thomas and Veloutsou, 2013; Rowley, 2004). Providing better brand experience to online shoppers is important because a good online experience influences consumers’ online buying behavior (Rose et al., 2012).

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