教師資料查詢 | 類別: 期刊論文 | 教師: 陳水蓮 Chen, Shui-lien (瀏覽個人網頁)

標題:What drives cyber shop brand equity? An empirical evaluation of online shopping system benefit with brand experience
學年100
學期2
出版(發表)日期2012/06/01
作品名稱What drives cyber shop brand equity? An empirical evaluation of online shopping system benefit with brand experience
作品名稱(其他語言)
著者Chen, Lily Shui-lien
單位淡江大學管理科學學系
出版者Taipei: International Business Academics Consortium
著錄名稱、卷期、頁數International Journal of Business and Information 7(1), pp.81-104
摘要The purpose of this research is to determine whether online brand purchasing system benefit can influence the consumer's brand experience, and how brand experience can affect brand equity. The four antecedent constructs of the Unified Theory of Acceptance and Use of Technology (UTAUT) model - performance expectancy, effort expectancy, social influence, and facilitating condition - are selected as the technology system benefit. Five online product categories are chosen to constitute the research setting since they are the top sales performers in each online product category. Data were collected through an online survey, and 685 useful questionnaires were used for the final analysis. A structural equation model (SEM) was used to analyze the research hypothesis. The final research results demonstrate that three constructs (performance expectancy, effort expectancy, and social influence) affect the brand experience, which in turn affects the brand equity. Finally, the managerial implications of these findings and future research directions are briefly discussed.
關鍵字UTAUT modelbrand equitybrand experiencetechnology system benefit
語言英文(美國)
ISSN1728-8673
期刊性質國內
收錄於
產學合作
通訊作者Chen, Lily Shui-lien
審稿制度
國別中華民國
公開徵稿
出版型式紙本
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