The Effects of Brand Relationship Quality and Social Network on the O2O Purchase Intention
| Autor: | ARACELI MEDINA GONZALEZ, Araceli Medina Gonzalez |
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| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 This research explores the relationship between the brand relationship quality, brand social network, online shopping attitude and online search intention towards the online to offline purchase intention. This topic is important because the use of internet and online purchases is growing tremendously, especially young people have the willingness to search about new products, in this new technology era, the consumers enjoy searching and comparing products and services online. The purpose of this study is to investigate the effects of brand relationship quality on consumer behavior. Aaker (1997) states for consumers is easy to assign personality qualities to inanimate brand objects in thinking about brands as if they were human characters; in situations such as the use of spokespeople in advertising qualifies is an example, brands received as a gift are likely infused with the spirit of the giver as well. Therefore, based on the literature review a conceptual model has been developed that attempts to examine the influence of brand relationship, brand social network, online shopping attitude and online search attitude on the online to offline purchase intention. In particular, the model proposed that the online to offline purchase intention is affected by online search intention and online purchasing behavior that are influenced by the use of brand social network that is affected by the brand relationship quality. Data was collected using an online questionnaire during April 2016. SPSS statistical software was used to describe demographic information of the sample and then the LISREL program was used to run structural model to test the proposed hypotheses. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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