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 model；brand equity；brand experience；technology system benefit
語言 en_US
ISSN 1728-8673
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 是
國別 TWN
公開徵稿
出版型式 紙本
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