Abstract
This paper attempts to clarify the underlying mechanism behind purchase decision on B2C e-commerce web sites. Research question of the study is to investigate the interaction between brand equity, perceived value and purchase intention in B2C e-commerce context by specifically questioning the direct and indirect effects within the process. Firstly, the hypotheses in the conceptual model were tested. Secondly, post-hoc analyses were conducted to clarify the mediator roles of perceived value and brand loyalty. Sub dimensions of brand equity are namely brand awareness, brand association and brand loyalty. As a result of post-hoc analyses, partial mediator roles of perceived value and brand loyalty have been proved for each variable. But the most prominent finding of this study is the disappearing of the relations between brand associations and brand loyalty and between perceived value and purchase intention after including all the variables into the global research model. This result, particularly, supported the joint mediator roles of perceived value and brand loyalty.
Highlights
With the advent of Internet, the nature and process of brand-consumer relationship changed to a great extent
This research provides an important contribution to the existing literature by explaining the relationship among brand equity, perceived value and purchase intention
The most prominent finding of this study is the disappearing of the relation between brand association and brand loyalty and between perceived value and purchase intention after including all the variables into the global research model
Summary
With the advent of Internet, the nature and process of brand-consumer relationship changed to a great extent. One of the important factors in assessing performance of a B2C e-commerce web site is its ability, as a brand, to influence and create favorable perceptions in the mind of their target customers (Schegg & Stangl, 2017). This can only happen by building strong brand equity on web site level. Research question of the study is to investigate the interaction between brand equity, perceived value and purchase intention in B2C e-commerce context by questioning the direct and indirect effects within the process. The role of perceived value in the relationship among the sub-dimensions of brand equity and purchase intention has been clarified
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
