عنوان انگلیسی مقاله:

Beyond technology acceptance: Brand relationships and online brand experience

ترجمه عنوان مقاله: روابط نام های تجاری و تجربه برند آنلاین: فراتر از پذیرش تکنولوژی

رشته: بازاریابی

سال انتشار: 2013

تعداد صفحات مقاله انگلیسی: 7 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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Abstract

This paper combines insights from marketing and information systems research to arrive at an integrative model of online brand experience. In this model emotional aspects of brand relationship supplement the dimension of technology acceptance to arrive at a more complete understanding of consumer experience with an online brand. The empirical tests involve structural equation modeling and primary data from a survey of 456 users of online search engines. The results demonstrate that trust and perceived usefulness positively affect online brand experience. Positive experiences result in satisfaction and behavioral intentions that in turn lead to the formation of online brand relationship. Interestingly, brand reputation emerges as an important antecedent of trust and perceived ease of use of an online brand.

Keywords: Online brand, i-Brand, Internet brand, Online brand experience, Brand relationships, Technology acceptance

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