Consumer experience of retail brand in e-commerce environment- A cross country analysis
| Autor: | Mei-Chen Wu, 吳美貞 |
|---|---|
| Rok vydání: | 2004 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 92 Brand is an intangible asset that has been more important to retailer. Brand is not only material things, but events, experiences, and acts of communication that can be ‘brand’ (Moore, 2003). Today, an increasing number of companies are transacting through electronic-commerce markets and environments such as the Internet. But putting an offline brand online is sometimes not a good idea, the researchers say, because the company’s traditional image may not be appropriate for its Internet identity. So promoting online brands is a balancing act between creating a new identity that targets the desired audience, and using the power of a traditional brand to support perceptions of reliability and trust. The author, therefore, provides a framework for characterizing and better understanding the profile of consumer experience form with brands. The authors cross-validate the underlying conceptual model by studying online shopper samples in a two-country－Taiwan (N=358) and Japan (N=186), comparative survey that investigates two retail brand－on-line retail brand and off-line retail brand. The results support bipartite view of consumer experience evaluations along brand trust and meaningful brand experience dimensions. Moreover, (1) the author finds that the off-line retail brand has been successful transferred trust to e-commerce environment, and on-line retail brand has well brand image of talking point and fashion. (2) Brand trust and meaningful brand experience are successful creating value and loyalty. (3) Value completely mediates the effect of consumer experience on trust in the E-retailing context and partiality mediates the effect of consumer experience of Taiwanese on loyalty. In addition, (4) usefulness and enjoyment / ease of use online shopping motivations were found to be important moderator of value on loyalty. And (5) the length of time an individual spends at a web site is related to his/her attitudes towards the site. For example, individuals spend 2-3 hours than less an hour ones at web sites will have more positive attitudes. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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