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The impact of brand loyalty on Web site usage
Abstract
A number of previous studies have investigated determinants of brand website usage. Variables such as internet experience, goal-directedness and type of motivation (entertainment/information) have been found to influence consumer behaviour on a given web page. This study focuses on websites for well-known brands. For such websites, it is hypothesised that brand loyalty is a major determinant for website usage. Affectively loyal consumers sense a relationship to their favoured brands and should be motivated to visit websites for such brands more frequently than non-loyals. Effects of brand loyalty on duration of visits could, however, be negative, because loyals are well updated on the contents of the sites and find less news when visiting.
... It is possible, therefore, that not all online sales promotions will deliver the same impressive results as those achieved to date by online coupons. Additionally, it is also accepted that the consumer's past experience of using the Internet is a major moderator of their response, affecting their decision-making and processing of online communications stimuli (Hoffman and Novak, 1996;Thorbjornsen and Supphellen, 2004). This raises the question of whether all Internet users, regardless of the extent of their online experience, will respond equally to the same online promotional stimulus regarding an airline ticket, or whether in fact their past experience of using the Internet will determine their response when exposed to one or other stimulus. ...
... Past experience of using the Internet is known to be one of the key moderators of online behavior (Hoffman and Novak, 1996;Thorbjornsen and Supphellen, 2004) as it has a major impact on the consumer's preferences and evaluations of brands and products (King and Balasubramanian, 1994), and above all, on the perceived risk associated with online purchasing (Stanforth et al., 2000). According to the literature on the airline industry, amongst the key determinants of intention to purchase tickets online are the user's perception of having control, and their perception of risk (Ruiz-Maf e et al., 2009, 2013. ...
... This latter group responds less to unexpected stimuli (Dahl en, 1998) and is less easily swayed by competing stimuli . This being the case, their way of evaluating and processing information will be duly affected and this, in turn, will influence their purchase intention (Thorbjornsen and Supphellen, 2004). The user's online skill level relative to the task in question will have a positive effect on their purchase intention for online airline tickets (Bign e et al., 2010;Wu et al., 2007). ...
... It is also accepted that past experience of using the Internet medium is a major moderator of the user's response, affecting their decision-making and processing of online communications stimuli (Hoffman & Novak, 1996;Koufaris, Kambil & Labarbera, 2002;Thorbjornsen & Supphellen, 2004). Past experience of using the Internet is known to be one of the key moderators of online behavior (Hoffman & Novak, 1996;Thorbjornsen & Supphellen, 2004) as it has a major impact on the consumer's preferences and evaluations of brands and products (Alba & Hutchinson, 1987;King & Balasubramanian, 1994), and above all, on the perceived risk associated with online purchasing (Stanforth et al., 2000). ...
... It is also accepted that past experience of using the Internet medium is a major moderator of the user's response, affecting their decision-making and processing of online communications stimuli (Hoffman & Novak, 1996;Koufaris, Kambil & Labarbera, 2002;Thorbjornsen & Supphellen, 2004). Past experience of using the Internet is known to be one of the key moderators of online behavior (Hoffman & Novak, 1996;Thorbjornsen & Supphellen, 2004) as it has a major impact on the consumer's preferences and evaluations of brands and products (Alba & Hutchinson, 1987;King & Balasubramanian, 1994), and above all, on the perceived risk associated with online purchasing (Stanforth et al., 2000). According to Reisenwitz et al. (2007), for users who are more experienced in using the Internet their perception of risk associated with this technology is lower than for those with less experience, hence they will make more use of it. ...
... Past experience of using the Internet is known to be one of the key moderators of online behavior (Hoffman & Novak, 1996;Thorbjornsen & Supphellen, 2004) as it has a major impact on the consumer's preferences and evaluations of brands and products (Alba & Hutchinson, 1987;King & Balasubramanian, 1994), and above all, on the perceived risk associated with online purchasing (Stanforth et al., 2000). According to Reisenwitz et al. (2007), for users who are more experienced in using the Internet their perception of risk associated with this technology is lower than for those with less experience, hence they will make more use of it. ...
As each year sees an increase in the number of Internet users, so too the percentage of purchases made online increases. It is for this reason that firms are showing a growing interest in designing effective communication strategies that help to achieve their online business objectives. Online sales promotion is one of the most widely used communication tools on the Internet. However, there is little research into its effect on purchase intention and how this effect may vary depending on the type of incentive offered and the consumer's level of experience in using the Internet. This chapter seeks to analyze which types of online sales promotions (utilitarian vs. hedonic) are most effective at triggering online purchasing and whether the user's past experience of the Internet is capable of moderating the effect of the type of incentive on online purchasing.
... Additionally, it is also accepted that the consumer's past experience of using the Internet is a major moderator of their response, affecting their decision-making and processing of online communications stimuli (Frias, Rodríguez & Castañeda, 2008;Pan & Fesenmaier, 2006;Thorbjornsen & Supphellen, 2004). This raises the question of whether all Internet users, regardless of the extent of their online experience, will respond equally to the same online promotional stimulus regarding an airline ticket, or whether in fact their past experience of using the Internet will determine their response when exposed to one or other stimulus. ...
... Past experience of using the Internet is known to be one of the key moderators of online behavior (Frias et al., 2008;Kaplanidou & Vogt, 2006;Thorbjornsen & Supphellen, 2004) as it has a major impact on the consumer's preferences and evaluations of brands and products (Castañeda, Frias, Muñoz-Leiva & Rodríguez, 2007;Nysveen, 2003), and above all, on the perceived risk associated with online purchasing (Nysveen, 2003). According to Reisenwitz, Iyer, Kuhlmeier and Eastman (2007), for users who are more experienced in using the Internet their perception of the risk associated with this technology is lower than for those with less experience, hence they will make more use of this particular medium (Kah, Vogt & MacKay, 2008). ...
... This latter group responds less to unexpected stimuli (Dahlén, 1998) and is less easily swayed by competing stimuli (Bruner & Kumar, 2000). This being the case, their way of evaluating and processing information will be duly affected and this, in turn, will influence their purchase intention (Thorbjornsen & Supphellen, 2004). In this regard, Pedersen and Nysveen (2005) found that past experience of using the Internet had a direct influence on purchase intention. ...
The aim of the present research is to assess which type of online
promotional incentive (monetary or non-monetary) is the most
effective at achieving purchase intention for airline tickets,
depending on the user’s level of Internet experience (characterized
as novice, moderate, or expert user). A Univariate General Linear
Model is conducted, using data obtained from an experimental
design with two levels: monetary online sales promotion and nonmonetary online sales promotion. The findings indicate that in the
case of acquiring an airline ticket online, monetary incentives are
more appealing to novice Web users, while non-monetary
incentives are preferred by expert users. The present study breaks
new ground in that it examines, in the travel sector, the
effectiveness of online sales promotions at prompting the
individual to purchase online, in a comparative analysis based on
online sales incentive type (monetary vs. non-monetary). The work
contributes to the literature on the online travel sector by analyzing
how the user’s level of Web experience affects the effectiveness of
each type of online sales promotion.
... User engagement is considered a critical success criterion for revenuegenerating media websites because while visitors' consumption of content on these websites is typically voluntary and intrinsically motivated, it is critical to the exposure, appeal, and influence of the website's offerings (e.g., Burton-Jones & Straub Jr., 2006;Qahri-Saremi & Turel, 2020;Venkatesh et al., 2008). Moreover, the more visitors that engage with a website-for example, by spending time on it, visiting unique pages, and returning to the website-the more likely it is that they will click on displayed ads, links, and other revenue-generating offerings (e.g., Mallapragada et al., 2016;Thorbjørnsen & Supphellen, 2004;Yan et al., 2022). As such, online news outlets such as Forbes (Brownsell, 2016), The Guardian (Southern, 2019) and Newsquest (Newsquest, 2021) have appealed to their users by integrating a choice-based feature that allows them to opt for fewer or even no ads. ...
... Given the typically voluntary and intrinsically motivated nature of content consumption on media websites, visitors' user engagement with websites is often measured in the form of visit duration, unique pages visited, and return rates (e.g., Burton-Jones & Straub Jr, 2006;Köster et al., 2020;Venkatesh et al., 2008). These measurements highly correlate with the consumption of website content and thus the website's exposure, appeal, and influence as well as the website's revenue generation via ads, links, and other offerings (e.g., Mallapragada et al., 2016;Thorbjørnsen & Supphellen, 2004;Yan et al., 2022). Visit duration is considered a particularly important metric for user engagement on content websites, as some revenue generations are strongly linked not only to whether users see content (e.g., ads) but also to how long users see it (e.g., Danaher et al., 2006;Yan et al., 2022). ...
Media websites (e.g., news, video platforms) rely on user engagement to ensure profitability, growth, and relevance. To this end, they often offer customization options to encourage users to spend more time on pages, visit more pages, and return to the website. Previous studies have focused on web customization for desirable editorial content (e.g., topics of news articles). Our research examines ad quantity customization (AQC), or how users interact with websites that offer choice-based versus direct-exposure advertising models. We reveal a counterintuitive dynamic: While ads are typically viewed as detrimental to user engagement, they can be strategically leveraged to enhance it. In a randomized field experiment covering 17,289 visits on a European music news website, only two-thirds (66.6%) of visitors used AQC to eliminate ad exposure, while the remaining one-third (33.4%) opted for a reduced or regular ad quantity. The provision of AQC was associated with 20.5% more time spent on the website, 9.5% more unique pages visited, and a 37.8% higher return rate. Furthermore, the impact of AQC on visit duration was particularly strong for users who visited the website using mobile (vs. stationary) devices. Supplementary analyses further revealed that participants accessing an AQC-enabled website spent 13.7% more time on the site and visited 6.4% more unique pages compared to participants accessing an ad-free website. This study counterintuitively reveals that elements that typically detract from user engagement can be strategically utilized to enhance it and outlines specific circumstances where users may prefer the presence over the absence of ads.
... Given the continued growth and spread of global brands, Alden et al. (2016) call for development of models that predict consumer interaction levels on brand websites, especially outside the USA. While many researchers focus on mono-brand relational websites (RBW) (e.g., Müller and Chandon, 2004;ThorbjØrnsen et al., 2002;ThorbjØrnsen and Supphellen, 2004;Van Noort et al., 2012), few satisfaction and loyalty studies investigate multi-brand websites. This research focuses on multi-brand websites (MBW) where all brands on the website belong to the same parent company. ...
... While other researchers have looked at the relationship between brand loyalty (affective loyalty and tolerance for price competition) and website behaviour (ThorbjØrnsen and Supphellen, 2004) or between the website assessment and the brand purchase intention (Müller et al., 2008), this research investigates the relationship between previous behaviour (past purchases) and online attitudes. Our results show that the buying behaviour, before the website visit, plays a role in forming e-loyalty toward RMBW; the greater the number of brands bought during the months before the visit, the higher is the e-loyalty toward RMBW. ...
Confronted by social media, multi-brand companies face a challenge to control their brand image and advertising content. Building an interactive website, as a common umbrella to their many brands can produce a successful customer experience leading to satisfaction and brand loyalty. This paper investigates
e-loyalty toward multi-brand websites that aggregate, on a single website, brands and products belonging to the same parent company (corporate brand).
Using a quasi-experiment on two major corporate multi-brand websites, the study uncovers a positive multi-brand experience effect coming from the benefits of having multiple brands on the same site. The multi-brand experience on e-loyalty is stronger for first-time visitors compared to repeat visitors and e-loyalty increases with the number of brands purchased before visiting the website. The study provides strong evidence to support a positive effect of multi-brand websites on e-loyalty.
Keywords: multi-brand websites; e-satisfaction; e-loyalty; website content features; online brand experience.
... Previous internet experience of an individual is a key moderator of online behaviour (Crespo-Almendros & Del Barrio-García, 2016; Hoffman & Novak, 1996; Thorbjørnsen & Supphellen, 2004), and it has a significant impact on the level of perceived risk associated with purchasing online (Stanforth et al., 2000). ...
... As such, how these individuals process and evaluate information is affected, which influences their purchase intention. (Thorbjørnsen & Supphellen, 2004). ...
... While many researchers focus on mono-brand relational websites (RBW) (e.g. Müller and Chandon, 2004;ThorbjØrnsen et al., 2002;ThorbjØrnsen and Supphellen, 2004;Van Noort et al., 2012), few satisfaction and loyalty studies investigate multi-brand websites. This research focuses on multi-brand websites (MRBW) where all brands on the website belong to the same parent company. ...
... While other researchers have looked at the relationship between brand loyalty (affective loyalty and tolerance for price competition) and website behaviour (ThorbjØrnsen and Supphellen, 2004) or between the website assessment and the brand purchase intention (Müller et al., 2008), this research investigates the relationship between previous behaviour (past purchases) and online attitudes. Our results show that the buying behaviour, before the website visit, plays a role in forming e-loyalty toward MRBW; the greater the number of brands bought during the months before the visit, the higher is the e-loyalty toward MRBW. ...
Abstract:
In the age of social media, are brand websites still relevant? Confronted by social media, multibrand companies face a challenge to control their brand image and advertising content. Building
an interactive website, as a common umbrella to their many brands, can produce a successful
customer experience leading to satisfaction and brand loyalty. This paper investigates e-loyalty
toward multi-brand websites that aggregate, on a single website, brands and products belonging
to the same parent company (corporate brand). Using a quasi-experiment on two major corporate
multi-brand websites, the study uncovers a positive multi-brand experience effect coming from
the benefits of having multiple brands on the same site. The multi-brand experience on e-loyalty
is stronger for first-time visitors compared to repeat visitors and e-loyalty increases with the
number of brands purchased before visiting the website. The study provides strong evidence to
support a positive effect of multi-brand websites on e-loyalty.
Key Words: multi-brand websites, e-satisfaction, e-loyalty, website content features, online
brand experience
... Although digital communication technologies are becoming increasingly important in the marketing mix for most enterprises, Thorbjornsen & Supphellen (2004) maintain that it is also important to integrate a broader range of brand-building activities that strengthen relevant associations and enhance positive emotions for the brand. Brand management has reduced its dependency on advertising and is now using multiple channels, such as product placement, sponsorship and events marketing, in order to engage consumers and sustain experience around the brand (Arvidsson, 2006). ...
... In the new economy, where brands must focus on dialogues rather than on campaigns, new media has become a vehicle for the expansion of synergistic marketing communication, which includes the integration of multiple media channels and publicity methods in order to sell products, services and ideas (McAllister & Turow, 2002). Although digital communication technologies are becoming increasingly more important in the marketing mix of most enterprises, Thorbjornsen and Supphellen (2004) maintain that it is of significant importance to integrate a broad range of brand-building activities that strengthen relevant brand associations and enhance positive emotions for the brand. The predominant approach of the most successful global brands is not about reach and frequency but rather about discovering ways to encourage consumers to invite brands into their lives. ...
New media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a multitude of digital platforms. This paper discusses the results of a systematic review of the development of global sports sponsorship and the importance of new media integration to the sector for the future. Results indicate that a new paradigm is emerging which involves thematically linked, integrated, strategic global marketing initiatives driven by new media applications, which have enhanced the value of sports sponsorship.
... Gefen et al. (2003) found that customer support in an e-vendor increases customer loyalty to that vendor. Thorbjornsen and Supphellen (2004) found that brand loyalty is a much stronger determinant of website usage than conventional determinants and that brand loyalty is significantly, positively related to frequency of website usage, but negatively related to visit duration. Lin and Wang (2006) examined the factors that contributed to customer loyalty in mobile commerce, finding that perceived value and trust were directly related to customer satisfaction and customer loyalty and customer satisfaction was positively related to customer loyalty. ...
... Defined as the contentment or happiness a consumer or shopper feels with their purchase experience. Thorbjornsen and Supphellen (2004) found that brand loyalty is a stronger determinant of Web site usage than Internet experience and type of motivation (information or entertainment purposes) for the visit. Parsons (2002) found that online retailers can build interest and loyalty, similar to what physical retailers have done, by actively promoting online communities and offering ways for consumers to easily escape from daily reality. ...
This research looks at the adoption of Internet and mobile applications in Japan and the United States. It is the intent of this exploratory study to examine the factors of adoption for PC and mobile online shopping for data collected in the two countries. After a comprehensive review of the literature, we derived a research model for and tested related hypotheses with data collected from 437 students in the two countries. This study provides managers with a framework for online shopping which areas they need to focus upon when launching new online products, such as shaping and/or changing their consumers' attitude toward using the Internet, making their Website easier to use, and enhancing the perceived usefulness of the technologies that allow consumers to access their products online.
... Time duration is an important dimension of the decision-making process [3,92,120]. It is an important measure of online activities [52,113]. It has been argued that a longer duration visit could be the result of different factors such as confusing navigation, slow connection and load times. ...
... Therefore, if consumers remain at a site by choice, then there should be a value in exchange for their time. Time duration from the start of online purchasing to the choice of product is therefore a good indicator of behaviour that can be used to differentiate between individuals [113]. ...
This paper provides an empirical typology of online decision-making purchasing behaviour. The study explores how the online purchase process is affected by individual decision-making style and knowledge of product. Drawing from the decision analysis and consumer behaviour literatures, we present a typology of online purchase decision-making behaviour and introduce four archetypes of online consumers. A number of experiments have been conducted in two online settings: retail banking and mobile networks. Based on an extensive video analysis, we have captured four process-related dimensions (number of cycles, duration, number of alternatives and number of criteria) using a business process modelling approach. Significant differences in all process-related dimensions were found across the four archetypes. The study improves understanding of the different types of online consumers and their process outcomes. The findings are useful for online retailers seeking to improve the way they support the four archetypes of online shoppers throughout the decision-making purchasing process.
... These findings are also consistent with studies conducted in the context of brand websites, where it is accepted that consumers who participate are mostly those with previous relationships with the brand outside the scope of the websites (Thorbjørnsen and Supphellen 2004;Supphellen and Nysveen 2001). This effect is justified by the fact that those users are naturally more motivated and prepared for participating in brand-related Journal of Marketing Communications 7 initiatives, than the others (Thorbjørnsen and Supphellen 2004). ...
... These findings are also consistent with studies conducted in the context of brand websites, where it is accepted that consumers who participate are mostly those with previous relationships with the brand outside the scope of the websites (Thorbjørnsen and Supphellen 2004;Supphellen and Nysveen 2001). This effect is justified by the fact that those users are naturally more motivated and prepared for participating in brand-related Journal of Marketing Communications 7 initiatives, than the others (Thorbjørnsen and Supphellen 2004). From this perspective, VBC and brand websites are accepted as marketing tools skilled to reinforce the strength between brands and consumers (Algesheimer, Dholakia, and Herrmann 2005;Brodie et al. 2013;Dholakia and Algesheimer 2009) as opposed to enlarge market penetration. ...
Social networking sites (SNSs) have attracted increasing attention from brands, which look at the platform as a privileged communication channel to reach their audiences. Despite their growing adoption, few research efforts have been devoted to evaluate SNSs’ concrete implications for the brands. The current study addresses this opportunity, proposing a model that evaluates the impact of users’ participation in SNSs on brand awareness and brand attitude, the two main pillars of brand knowledge. The study focuses on brand like pages in Facebook, the most used SNSs platform for brands. An online quantitative survey with brand like page users of leading brands in Facebook was implemented. Confirmatory factor analysis was used to estimate the measurement model and structural equation modelling was used to test the proposed research hypotheses. The results identify a significant, positive and direct impact of users’ participation on brand awareness. Brand attitude also substantially benefits from users’ participation, but this relationship is mediated by brand awareness. The findings help to validate SNSs’ significant role on building brand knowledge and to position users’ participation at the core of brands’ SNSs objectives. Furthermore, the study provides a practical research framework, easily adapted for monitoring purposes and managerial guidance. Future research directions are discussed.
... As for the comparison between high and low disposition to trust, they did not find any differences on the paths from ease of use and usefulness to attitude toward online shopping. Thorbjornsen and Supphellen (2004) found that brand loyalty is a stronger determinant of Web site usage than Internet experience and type of motivation (information or entertainment purposes) for the visit. Parsons (2002) suggested that online retailers can build interest and loyalty, similar to what physical retailers have done, by actively promoting online communities and offering ways for consumers to easily escape from daily reality. ...
... They found that two business level factors (trust and perceived value) and three individual level factors (purchase size, inertia, and convenience motivation) moderate the relationship between e-satisfaction and e-loyalty. Thorbjornsen and Supphellen (2004) found that brand loyalty is a stronger determinant of Web site usage than Internet experience and type of motivation (information or entertainment purposes) for the visit. Parsons (2002) suggests that online retailers can build interest and loyalty, similar to what physical retailers have done, by actively promoting online communities and offering ways for consumers to easily escape from daily reality. ...
This paper develops a research model that examines online purchasing by consumers. A research model was built to focus on the role of trust and its impact on inertia, loyalty, satisfaction of online consumers. 1,896 consumers in the United States were surveyed using an instrument and structural equation model that yielded respectable reliability and validity. It was discovered that certain sub-constructs of trust play an important role in influencing consumers' behavioral intention toward online shopping. Both institution-based trust and structural assurances-based trust positively influence inertia and satisfaction. The data showed that greater levels of institution-based trust leads to greater levels of online shopping satisfaction using mobile devices. However, a person's perception of structural assurances-based trust does not significantly influence his/her loyalty toward shopping with an online vendor. This paper adds to the understanding of online purchasing. Future researchers can refine the model and instrument to further explain consumers' acceptance of mobile online shopping applications.
... Solver participation is vital to task success in crowdsourcing contests, as more solvers bring more diverse solutions, thus increasing the chances that at least one solution will be suitable (Boudreau et al., 2011;Terwiesch & Xu, 2008). Moreover, some companies are strongly incentivised to launch contests involving more participants because of their potential to generate publicity and brand awareness (Thorbjørnsen & Supphellen, 2004). The McDonald's 'Mein Burger' campaign, recognised as an exemplary use of crowdsourcing, created an online buzz that was converted into the best sales numbers of any McDonald's promotional campaign at the end of 2011, which was especially remarkable considering the low media budget (Awards, 2015). ...
Many companies gain external expertise, lower their costs and generate publicity by using crowdsourcing platforms to complete tasks by leveraging the power of the crowd. However, the number of solvers attracted by crowdsourcing tasks varies widely. Although some well‐known crowdsourcing contests have attracted large numbers of participants, many tasks still suffer from low participation rates. Prior research aimed at solving this problem has focused on factors such as task rewards and durations while overlooking whether a well‐written description might motivate solvers to choose a task. Based on signalling theory, this study investigates the effect of task descriptions on solvers' participation by focusing on informational and affective linguistic signals. Our model is validated by analysing 13 929 descriptions posted in single‐winner tasks on epwk.com , a Chinese competitive crowdsourcing platform. For informational linguistic signals, the results reveal that there are inverted U‐shaped relationships between both concreteness and specificity and solver participation, whereas linguistic accuracy has a positive effect on solver participation. For affective linguistic signals, positive emotional words have a positive relationship with solver participation, whereas negative emotional words have the opposite effect. Theoretical and practical implications are discussed.
... Overall, I fee strongly about using the mobile wallet for financial applications Satisfaction SAT1 I am satified with my decision to use the mobile wallet. Liljander et al. (2007), Shih (2011), Marshall (2010, Amoroso and Ogawa (2013), Lowry, Gaskin, and Moody (2015), Thorbjornsen and Supphellen (2004), Ho andWu (2011), Bauer, Grether, andLeach (2002), Bhattacherjee (2001), Anderson and Swaminathan (2011), Shin (2015) SAT2 ...
How do the behavioral-cognitive-emotional constructs of attitude, satisfaction, and habit drive consumer con-tinuance intention of incumbent mobile technologies? From a survey of 528 consumers, we ran two structural equation models: model #1 is a base model of direct effects of attitudes and satisfaction on continuance intention ; model #2 adds habit as a mediator variable. We show that consumer attitudes are stronger predictors of continuance intention, without mediation effects from habit. Consumer satisfaction only weakly predicts con-tinuance intention and is mediated by habit. While satisfaction is correlated with consumer attitude, and satisfaction is correlated with habit, consumer attitudes seem unrelated to any habits. Attitude seems to be the strongest determinant of continuance intention; second, in the absence of compelling rational data, or given beliefs that competitors are largely undifferentiated, consumers might continue using the same product. Such complex interactions between variables may not be adequately captured in a straightforward variance model, however this study extends research in habit and continuance intention and provides for future research exploring the importance of habit over satisfaction and predominance of consumer attitudes in predicting con-tinuance intention.
... This widespread concept has three problematic attributes by itself, including its ontology, nature, and its definition as a unidimensional or multidimensional construct (Stern et al., 2001). In terms of the ontological problem, although primary brand associations can be differentiated from secondary ones (Thorbjørnsen & Supphellen, 2004), some researchers have tried to conceptualize an extended image for banks that includes images of different entities. When it comes to measuring the brand image, they use comparative suffixes in the measurement models (Moghavvemi et al., 2018) or consider the self-image congruency as a dimension of the brand image (O'Cass & Grace, 2008). ...
The current study aimed to apply the psychological life space theory to provide a comprehensive framework for the conceptualization of customer well-being in banking field. A grounded theory including open, axial and selective coding was employed. Theoretical sampling was applied to select candidates for an in-depth interview; data gathering was done by purposive sampling followed by selective sampling. By following a qualitative approach, a deeper insight was provided in regard to the role of banks in a variety of customers’ life domains. It was revealed that, primary brand associations could enhance customer well-being by affecting six customers’ life subdomains including, consuming, social, community, business, religious and daily life. Besides, it was found that five different images, namely, brand image, self-image, user image, bank’s employee image and bank’s competitor image inside customers’ mind, could contribute to the changes in the customer well-being. This study contributes to the literature, by proposing a new framework including new concepts and consequently, new relationships. Managerial implications along with limitations are discussed, as well.
... Loyalty is a type of commitment behavior and is developed as the vendor has earned the trust of the consumer [63]. Prior research found that consumers trusting an online vendor are more likely to have intentions to share their personal information with the vendor and allow the vendor to personalize products and services for them [86]. A loyal consumer not only continuously come back to the vender but help the vendor win fierce competition and sustain long-term growth through word-of-mouth [79]. ...
This study builds on existing continuance intention literature and theories, and extends theory to include the dual-factor model based on relationship marketing literature and makes recommendations to practitioners based on our findings. The main research question is: What key dedication-based and constraint-based factors drive continuance intention with mobile financial apps by Chinese mobile consumers? A structural equation model built from a survey of 1,176 mobile Chinese consumers shows support for continuance intention to use mobile technologies for financial applications. In general, the hypotheses were supported by variables related to mobile app usage with Chinese consumers, except the path between loyalty and continuance intention. This study contributes to theory by extending the dual-factor model to add three new constructs: perceived enjoyment and personal innovativeness as dedication-based factors and habit as a constraint-based factor, into the model. The study also contributes to theory by linking the dual-factor model with continuance intention. This linkage provides new theoretical insights into continuance intention in the context of mobile financial apps in one of the fastest growing emerging markets. A better understanding of the impact of the key factors will lead managers to more informed decision making pertinent to the design and availability of new financial mobile products and services for fast growing markets. Our study contributes to a more in-depth understanding of the mechanisms surrounding the continuance use intention of emergent mobile technologies and services.
... This also influences consumers' frequent buying behaviour concerning particular brands, as existing brand loyalty encourages consumers to prefer and purchase new product entrants under the same brand. Existing brand loyalty also serves as an important factor for the frequency of consumer-brand interactions, whether online or offline (Thorbjørnsen & Supphellen, 2004). Additionally, loyal consumers tend to make positive recommendations about the brand more than consumers with zero loyalty (Bıçakcıoğlu et al., 2018). ...
A brand scandal impacts not just the brand but also different stakeholders in the society. However, there is not enough literature in the domain of brand scandals and consumers' attitudes. This thematic literature review provides a holistic view of previous studies related to the relationship between brand scandal and consumer attitudes. The present literature review is confined to journals covering 40 years' of research, i.e., articles published from 1980–2020. The present study's theoretical description follows the antecedents, decisions, and outcomes (ADO) framework. This study attempts to theorize the antecedents and outcomes of brand scandal in shaping consumers’ attitudes towards scandalized brands. Along with identifying and theorizing antecedents of brand scandal, this literature review identifies the behavioral outcomes of consumers' attitudes towards brand scandal. It also comments on retailers' moderating role and the mediating effect of corporate action on the same. Moreover, it posits that media amplification influences consumers' behavior during the brand scandal. The review concludes the discussion with theoretical and managerial implications and directions for future research using the Theory, Context, Characteristics, and Methodology (TCCM) framework. The conceptual model proposed here may be empirically tested to validate the theoretical framework, which may help academic researchers understand the impact of the brand scandal on consumer attitudes. The review makes significant contributions to the field by providing practical guidelines to marketers. They can examine and address the sequences of events during the brand scandal in a productive manner. The theoretical model may serve as a foundation by which companies can shape effective scandal response strategies. The study instills marketers to plan and execute scandal response strategies concerning retailers and the media's role to mitigate a brand scandal's impact on consumer attitudes. It also provides insights for marketers to take corrective action and re‐build their brand’s reputation by catering to consumer’s behavioral outcomes in the event of a scandal.
... These two attributes are generally connected with terms such as usability, informational fit-totask, entertainment, and customized design, and communication (Cao et al., 2005;Loiacono et al. 2002;Kim & Lennon, 2013). High-level design aspects can also be connected with brand a company image since they predefine customer expectations about what a website should look like and how it should perform (Lin & Lee, 2012;Müller & Chandon, 2003;Thorbjørnsen & Supphellen, 2004). ...
This book analyses the impact of web design parameters on user experience and the behaviour of website users. Website design is considered one of the key parameters of a company's Internet presentation, affecting consumer attitudes and buying behaviour. The authors examine the concept of website quality based on the identification of patterns of user behaviour in the online environment, particularly focusing on the functional and aesthetic parameters of web design and causal relationships between them. Using website traffic analysis and best practices from professionals, they describe a methodical procedure for measuring the quality of web pages and developing optimised websites.
... Respondents were asked to evaluate, on a five-point Likert scale, where 1= "no effect" and 5 = "high effect", how much the following items effect their perceived reputation of an online/offline store: (i) the store is well-known and it has a familiar name; (ii) the store delivers purchased products on time; (iii) the store guarantees a safe purchasing process; (iv) the store displays products as they really are. Service Reliability is a four-item construct developed on the basis of Jarvenpaa et al. (2000), Thorbjørnsen and Supphellen (2004), and Huang and Benyoucef (2013). Respondents were asked to evaluate, on a fivepoint Likert scale, where 1= "no effect" and 5 = "high effect", how much the following items effect their perception of service reliability of an online store: (i) the e-commerce website shows positive and negative feedback; (ii) the e-commerce website connects with reliable vendors; (iii) the e-commerce website guarantees timely assistance; (iv) the e-commerce website listens to customers' complains. ...
Word-of-mouth (WoM) has always exerted a great effect on consumers' behaviors and intentions. With the advent of internet, this influence has grown both in terms of potential audience reachable and of potential effect led to firms' sales and reputation. Hence, the marketing literature has recently started to investigate motivations and drivers able to foster/hinder electronic-WOM (e-WOM). Therefore, this research aims to explore the effect on the propensity to share comments and reviews online (active WOM) of the following three drivers: (1) propensity to rely on passive WOM; (2) expected service quality; (3) propensity to spend. The authors tested their hypotheses on the fashion industry, collecting 1454 usable answers from Italian consumers. The results indicate that both passive WOM and propensity to spend are drivers able to foster the spread of e-WOM. On the other hand, expected service quality shows a significant negative direct effect and a significant positive indirect effect on active e-WOM: these two effects compensate each other. Thus, the total effect is negligible.
... There is substantial literature relating to websites on the motivation of using them. Much of the purpose of these websites is driven by commercial interests, where the goal is to influence the purchasing behaviour of the people visiting them (Thorbjørnsen and Supphellen, 2004). In other studies on motivation and social change, for example, Racine addresses environmentalism (Racine, 2009). ...
The needs for health promotion is increasingly important for Malaysian. Government invests in the development to improve health education. Malaysia lacks the development of online solutions to help to maintain the health of the nation through prevention and mass education. This paper addresses important questions about the development of those health promotion websites by considering the motivation of web elements. It seeks to provide information on the barriers to the use and success as a method of health promotion. The empirical work is a perceptions study that aims to identify the barriers of web-based health promotion in the different user characteristics for health promotion purposes. This work is a qualitative research project directed at ascertaining the perceptions of Malaysians concerning the use of health promotion websites. It pertains to those factors which stop the uptake of website use and seeks to discern the views of users on how the health promotion websites may be more engaging. The principal finding is that the ethnicity of the user is mainly relevant in terms of the socio-economic status of the user. Users across all ethnicities respond to the same qualities of websites. The same web elements are motivating to users regardless of the characteristics of the users because the uptake of the Internet and the use of websites for health promotion has been more a phenomenon of the young. The study concludes with some recommendations for the Ministry of Health and the developers of health promotion websites in Malaysia.
... This specifically measured web layout, navigation, up-to-date search results and accuracy of search results, all of which are measures of significance for classified advertising websites, similar to those that were measured by Morgan- Thomas and Veloutsou (2013) in the context of search engines. These measures were significant in that brand experience is considered to be the most important aspect of brand equity for online websites (Brakus et al., 2009;Thorbjørnsen and Supphellen, 2004). The measure of positive or negative outcome in such interactions can influence the resultant brand evaluation. ...
Purpose
Brand awareness is a key cognitive metric and a vital component of consumer-based brand equity. Generating and maintaining brand awareness has been an important metric for brands and a significant outcome of advertising and promotional activities. Brand awareness has been studied over the years in the context of market share and mind share and is considered to be the fundamental starting point of a brand relationship. Most branding variables are challenged in their linear definitions by the multi-dimensionality of the connected online world. Consumers may start their brand journey with brand awareness and then proceed to explore higher options in a non-linear fashion. This challenges traditional advertising and brand salience models. In the web context, brand awareness could even happen with little prior cognitive processing. The purpose of this paper is to explore the little researched area of brand awareness in the context of Indian websites.
Design/methodology/approach
The study leveraged technology to study the brand discovery behaviour of real estate website users in India. The authors looked at essentially modified processes such as the brand experience journey, specifically, the sources and antecedents of brand awareness for real estate websites. Considering the fact that direct and indirect traffic to a website is indicative of the brand awareness metrics, the authors analyse the metric as a basis of the comparison.
Findings
Brand awareness in the digital world can be attributed as firm generated, user generated and, as the authors also discover, experience initiated. The altered dimensions have a profound impact on the brand advertising spends of not just digital brands, but all marketers who will find digital technology increasingly central to their brand communication efforts.
Research limitations/implications
Burgeoning websites and media proliferation have increased the source set for website discovery. Customers do not rely solely on advertising or chance encounter to discover a new brand. Usage of search engines remains the key point of discovery for brand awareness. Some of the respondents recognised websites from prior advertising exposure and selected the brand from the consideration set offered in the search results for their keyword search. In other cases, brand awareness followed brand experience as the users did not process the brand information or, in most cases, were not aware of the brand name prior to website visit. The quality of brand experience created brand awareness and had further implications, including brand visit intent.
Practical implications
While mass media television advertising and ubiquitous online advertising can build brand awareness, the impact of search engine advertising and search engine optimisation is equally significant, if not more important. Brand managers can additionally focus on branding on the search channel in the light of increasing search intensity. Beyond traditional keyword planning, this can be an enhanced branding platform for reaching out to specific behavioural or character traits of the target audience. Brand experience can mature from task completion to brand awareness and higher level values if the website includes key brand messages and goals.
Originality/value
This paper offers insight into the little known field of online brand management. Information intermediary websites are unique in their value proposition, and brand building is challenging. Real estate websites have grown in popularity, but have not merited researcher attention. This paper offers a unique perspective on branding websites, specifically in the context of emerging markets like India.
... Very few studies in marketing literature have actually focused on how consumers' repurchase and patronage intentions will lead to their future purchase intensity (Park and Kim, 2003). A few studies have also seen the impact of brand loyalty in the usage of the website and blogs of that brand, but not the usage of that brand (Thorbjornsen and Supphellen, 2004). Our study has tried to fill this gap in the literature. ...
Purpose
The purpose of the study is to develop a structural and a predictive model of the future purchase behavior of the consumers from value, quality and satisfaction and also finding the role of consumer loyalty in the above-mentioned model.
Design/methodology/approach
Based on survey and purchase data of a sample of 235 respondents, the authors have used structural equation modeling to develop a structural model and three-stage least square regression to develop and validate the predictive model.
Findings
In the structural model, the authors found that perceived service quality and network quality leads to customer satisfaction which also leads to loyalty intentions. However, neither past purchase behavior nor loyalty has significant predictive power to predict future usage. But the interaction effect of loyalty and past purchase predicts future purchase significantly.
Research limitations/implications
The study went beyond structural model and developed a behavioral predictive model which can overcome self-reporting bias. Also, the study focused on the moderating role of loyalty in predicting future purchase quantity, thus contributing toward the theoretical understanding of the effects of loyalty.
Practical implications
Other than providing a forecasting model, the study helps the service managers to understand the importance of the relational constructs than the tangible constructs. Moreover, it also suggests optimally target the big buyers through the loyalty programs to ensure higher future revenues.
Originality/value
The study provides new insight on the impact of loyalty intention of consumer’s purchase behavior and shows the boundary conditions of predictive power of loyalty intention and past purchase on future purchase. Moreover, this is one of the very few studies that have focused on these relationships in Indian context.
... Overall, I fee strongly about using the mobile wallet for financial applications Satisfaction SAT1 I am satified with my decision to use the mobile wallet. (2015), Thorbjornsen and Supphellen (2004), Ho andWu (2011), Bauer, Grether, andLeach (2002), Bhattacherjee (2001), Anderson and Swaminathan (2011), Shin (2015) SAT2 ...
... The role of website branding may even be more important in e-commerce because of the sheer number of choices available to web browsers and shoppers, the low switching costs, and the intangibility of cyberspaces. Many studies have examined the relationship of various branding concepts such as personality and image with website design features (Chang et al., 2002;Coupland et al., 2003;Chen and Rodgers, 2006;Ha, 2004;Thorbjornsen et al., 2002;Thorbjornsen, 2004). Others have described branding strategies (Ibeh et al., 2005;Simmons, 2007) and the use of e-branding communications methods employed among internet companies (Müller et al., 2008), while Jin and Sook (2004) proposed how internet branding strategy can affect customer emotion. ...
The value of branded websites as critical elements of an e-commerce strategy is without dispute (Reynolds, 2000; Ward and Lee, 2000; Flores, 2004; Ibeh et al., 2005). Yet knowledge about how the various characteristics of websites influence critical customer brand related cognitions, attitudes and behaviors is in its infancy compared to the non-web commerce world (Argyriou et al., 2006). This paper reports the results of an exploratory empirical investigation into how website brand equity is developed in the mind of consumers for a branded internet portal. The study proposes and tests the explanatory power of a customer-based brand equity (CBBE) model formed from indices of brand meaning, brand responses and brand resonance as postulated by Keller (2008). While this perspective has been suggested by a wide variety of previous research findings (Müller and Chandon, 2003; Ha, 2004; Ha and Perks, 2005; Na and Marshall, 2005), this study expands on the previous work by modeling how user experiences with website performance affects brand preferences, brand image perceptions and subsequent brand loyalty and advocacy.
... Anderson and Srinivasan (2003) studied the influence of loyalty on e-satisfaction and found that trust and perceived value and three individual level factors (purchase size, inertia, and convenience motivation) moderated the relationship between e-satisfaction and e-loyalty. Thorbjornsen and Supphellen (2004) found that brand loyalty was a stronger determinant of website usage than experience and type of motivation (information or entertainment purposes). Bauer and Grether (2002) found that customers who trusted a Web-based company felt more committed to it, thereby increasing customer satisfaction levels. ...
Global mobile technology use has grown exponentially. In Thailand in particular a survey of consumers showed that 70% " could not live " without their mobile phone We study factors such as ease of use and personal innovativeness in order to understand the consumer adoption of mobile technologies in Thailand, in order to build on existing adoption theories for academics and make recommendations to practitioners based on our findings. Our research questions were: (1) what key factors drive adoption of mobile technologies by Thai consumers? (2) Are Thai mobile consumers more innovative in the personal use of mobile technologies? and (3) How can telecom companies retain their customers? We developed a research model based upon previous research and collected data from a survey of 505 mobile Thai consumers showed support for repurchase intention to use mobile technologies. In general, the hypotheses were supported by variables related to mobile phone usage with the Thai consumer sample. We found support for all of the hypothesized relationships for consumers using mobile technologies. Personal innovativeness did load on both attitude and repurchase intention for mobile applications as originally hypothesized, but was strongly loaded for attitude toward using.
... However, while doing online sales promotion, marketers must know who their target market is (Alexander & Ganesan, 2015). Whichever way, past experience of using the Internet is one of the key moderators of online behaviour (Frias et al., 2008; Kaplanidou & Vogt, 2006; Thorbjornsen & Supphellen, 2004) as it has a major impact on the consumer's preferences and evaluations of brands and products (Castañeda, Frias, Muñoz-Leiva, & Rodríguez, 2007; Nysveen, 2003), and above all, on the perceived risk associated with online purchasing (Nysveen, 2003). Aside this concern, online sales promotions can facilitate the purchase decision-making process for those customers who are well experienced in the use of internet as well as increase client satisfaction (Zhao, Liu, Bi, & Law, 2014). ...
This study seeks to determine the impact of sales promotions on sales turnover in the airlines industry in Nigeria. Ex post facto and survey research design were adopted. Secondary data on average monthly passenger turnover covering a period of 25 years (1991-2015) were collected from the records of airport authority. A questionnaire was also administered to 450 air travellers to ascertain the extent to which sales promotions incentives stimulate them to travel by air within Nigeria. Frequency analysis, regression and t-Test methods of analysis were applied. The results show that sales promotions incentives significantly impacted sales turnover in the airlines industry; and air travellers prefer non-monetary sales promotional offers and off-line incentives to monetary and online offers. The study, therefore, recommends that the management of the airlines need to be more innovative in making promotion offers to air travellers so as to optimize the opportunity. Non-monetary and offline incentives offerings should be emphasized to meet the preference of air travellers. For future research, the study suggests that the focus can be on identifying other salient factors that motivate passengers to travel by air so as to boost industry sales.
... Anderson and Srinivasan (2003) studied the influence of loyalty on e-satisfaction and found that trust and perceived value and three individual level factors (purchase size, inertia, and convenience motivation) moderated the relationship between e-satisfaction and e-loyalty. Thorbjornsen and Supphellen (2004) found that brand loyalty was a stronger determinant of website usage than experience and type of motivation (information or entertainment purposes). Bauer and Grether (2002) found that customers who trusted a Web-based company felt more committed to it, thereby increasing customer satisfaction levels. ...
The use of global mobile technology has increased exponentially. In particular, a survey of consumers in the Philippines showed that 83% “could not live” without their mobile phones. We investigated factors, such as ease of use and personal innovativeness, to elucidate the consumer adoption of mobile technologies in the Philippines, to integrate existing adoption theories for academics and provide recommendations to practitioners based on our findings. Our research questions are as follows: (1) What key factors drive adoption of mobile technologies by Filipino consumers?; (2) Are Filipino consumers innovative in their use of mobile technologies?; And (3) How can telecom companies retain their customers? A structural equation model, which was built from a survey of 528 mobile Filipino consumers, showed support for repurchase intention to use mobile technologies.
The hypotheses were generally supported by variables related to mobile phone usage with the Philippine consumer sample. Results support all of the hypothesized relationships for consumers using mobile technologies. Personal innovativeness did load on both attitude and repurchase intention for mobile applications as originally hypothesized but was strongly loaded for attitude toward using. This research is a first step in understanding the adoption of mobile applications by Filipino consumers. We initially hypothesized that consumer behavior toward mobile applications would involve constructs of innovativeness, ease of use, and satisfaction; however, we found that
ease of use was less significant in understanding repurchase intention to use mobile technologies. Personal innovativeness was more important in explaining satisfaction with mobile application attitudes and repurchase intention. The Filipino context of this study also provides other interesting implications. As the Philippines transitions into a more international market, western products start to guide market behavior, particularly consumer adoption.
... Supphellen and Nysveen (2001) demonstrated empirically that attitude toward a website is a significant determinant of site revisit. In prior studies, loyalty behaviour has usually been measured by frequency of retention and usage duration (Thorbjornsen and Supphellen 2004). Thus, we hypothesize that: ...
Weblogs represent a popular tool for sharing common knowledge and promoting learning among university students. Yet, little is known about what influences university students to stick to a blog. The current study develops a framework to investigate the role of several key factors on blog stickiness and retention among university students. Data for the study was collected from a sample of university students in Malaysia (n=725) and analysed using structural equation modelling. Results of the study revealed that social influence, content quality and perceived enjoyment were the most important predictors of blog stickiness, resulting in blog retention. More specifically, it was found that the need for cognition, perceived enjoyment and social influence also play a key role in predicting blog stickiness among student. Results of this study help to provide insights to the social, cognitive and physiological components that will encourage student to read and use blogs more frequently. This understanding can assist in designing approaches to increase blog application, stickiness and retention among students and help educate better learners capable of obtaining information from electronic sources of knowledge.
... Perceived ease of use deals with issues of application complexity, ability to understand the functionality of the technology. Thorbjornsen and Supphellen (2004) found that brand loyalty is a stronger determinant of website usage than Internet experience and type of motivation (information or entertainment purposes) for the visit. In our study, we determined brand loyalty, operationalized as satisfaction with using, to be related to both the handset manufacturer (Apple or Samsung), carrier (e.g. ...
In this chapter, the authors study factors such as ease of use and personal innovativeness in order to
understand the consumer adoption of mobile technologies in the Philippines in order to build on existing
adoption theories for academics and make recommendations to practitioners. The research questions
include: (1) What key factors drive adoption of mobile technologies by Filipino consumers? (2) How
are Filipino mobile consumers personally innovative in their use of mobile technologies? The authors
surveyed 725 mobile Filipino consumers. The resulting linear regression model shows a significant
amount of variance explained for behavioral intention to use mobile applications. Personal innovation
had a strong statistical impact on both attitude toward using and behavioral intention to use.
... Primarily, these could take the form of a strategically desirable exchange of image attributes and ''meaning'', but the benefits could also lie in the transfer of technology and knowledge between partners. Given that a strong community brand can increase website usage (Thorbjornsen & Supphellen, 2004), marketers should try to build a strong community brand which then contributes to both the attractiveness of the community and its success as a branded community. ...
Brand communities have become an important aspect for brand management in social media. However, many brands have failed to establish a successful online brand community. In this study, we introduce branded communities as an alternative concept to brand communities. In contrast to brand communities, a branded community does not revolve around a specific (sport) brand, but around any interest or need. However, a specific brand makes use of the community for marketing purposes by sponsoring or operating the community. We emphasize the suitability of sport as an interest around which branded communities can be built as well as links of branded communities to sport sponsorship. We empirically studied the factors which influence the success of this phenomenon and the effects of operating or sponsoring such a community for a brand by using an online survey (N = 501) of members of a branded online community relating to football. The results demonstrate the relevance of topic interest (i.e., identification and involvement with football) and the quality of the community as determinants of interest in and loyalty towards a branded community. The brand owner benefits from an increase in brand loyalty for those community members who are aware of the brand as the operator of the community, whereby awareness of this sponsorship does not decrease loyalty towards the community. Our research contributes to previous knowledge by proving that branded communities are both an effective means for companies to deploy sponsorship and branding strategies in social media and provide a promising opportunity for sport managers to generate value.
... Many researchers agreed that information seeking is one of the main motivations for consumers to visit online communities (Dholakia, Bagozzi, & Pearo;Ridings & Gefen, 2004;Thorbjornsen & Supphellen, 2004). Dholakia et al. found that online communities provide desirable information for community members who share norms and values. ...
The study explores how brand communities are structured and operate in the context of Korean Automobile Online Brand Communities (KAOBCs). The content analysis method was used to examine the characteristics of KAOBCs and identify the typology of the communities. The most popular search engine of South Korea, naver.com, was used to select sample KAOBCs. Our research finds that the socially-oriented community type is the most popular of the KAOBCs, followed by communication, information and business oriented communities in order. The number of community members, number of community staff, and duration of the community are the main determinants of KAOBCs.
مع تزايد الدور الذي تؤديه وسائل التواصل الاجتماعي في الترويج للمدن وخلق انطباعات إيجابية عنها لدى مستخدمي هذه الوسائل وغيرهم، ومع تصدر المدن الإماراتية على عدة مستويات سياحية واقتصادية وثقافية، يسعى هذا البحث للتعرف على اتجاهات مستخدمي وسائل التواصل الاجتماعي إزاء الدور الذي تقوم به هذه الوسائل في تمييز المدن الإماراتية، ومدى تأثير تباين مستويات استخدامها على اتجاهات وتصورات المتعاملين معها عن هذه المدن. وباستخدام مؤشرات ومقاييس محددة للسمات المميزة للمدن ولصورها، ولمستويات استخدامها وسائل التواصل الاجتماعي، تم تطبيق استبانة مع عينة من مواطني دولة الإمارات والمقيمين بها، وتحليل نتائجها باستخدام العديد من الأساليب الإحصائية. وخلصت الدراسة إلى وجود علاقات ارتباط إيجابية بين تفاعل المستخدمين على وسائل التواصل الاجتماعي وبين تصوراتهم للسمات المميزة للمدن الإماراتية وللصور التي يحملونها عنها، كما خلصت لوجود علاقات ارتباط إيجابية بين اتجاهات المستخدمين إزاء أدوار هذه الوسائل في الترويج للمدن الإماراتية وبين تصوراتهم عن هذه المدن. وأظهرت الدراسة تأكيد المستخدمين على أن السمات المتعلقة بالبنية التحتية للمدن الإماراتية وبيئتها النظيفة وتوافر المناطق السياحية وغيرها أكثر أهمية لديهم من مجرد توفيرها للتسهيلات السياحية والسفر، كما انتهت لوجود فروق بين المستخدمين فيما يتعلق بتصوراتهم عن المدن الإماراتية وخاصة ما يتعلق بخبرتهم وتجاربهم السابقة.
Purpose: Design and UX are effective means of embodying value, but if marketers couple these with an ambiguous concept, the product/service loses its uniqueness. Starbucks exhibits strength in creating value based on concepts. Various studies report factors that contribute to brand loyalty, but the underlying idea remains unexplored. This study comprehensively verifies the contribution of four factors to Starbucks’ loyalty in Japan: concept, product, place, and staff. Methodology: Using an online survey, a question was framed about the brand image to identify loyalty-related factors, since consumers form brand image through brand experience. To avoid bias, the responses were based purely on recall. The contribution of each derived factor to loyalty was evaluated using structural equation modeling. Findings: When asked about the Starbucks brand image, respondents mostly recalled its products (related words), but the brand concept was the most effective factor for loyalty. In addition, places were more significant than products. However, product superiority was confirmed in terms of both frequency and contribution compared to place. Implications: Companies should reaffirm the importance of brand concepts. Thus, emphasis should be placed on the index of concept recall in brand management.
Digital information is a new source of political information for citizens. News websites differ in the diversity of news content that they deliver, and such difference may have varied impacts on political behavior. This study explores the impact of news website characteristics on users’ news browsing behaviors, and in turn on voting participation. Using datasets on Internet browsing and U.S. presidential elections, the study finds indications that both the popularity and apparent bias of websites have an impact on the browsing behaviors of users. Non-biased websites have more user visits and longer user visits than biased websites, which positively correlate with users’ voting behaviors. Also, the longer users navigate news websites and the more users visit the news website, the higher the apparent political participation. The paper concludes with the implications of the research for political systems and news content providers.
Despite the numerous studies devoted to the analysis of the relationship between website quality and user reactiveness, a uniform definition of website quality is missing. Research focusing on website quality generally combines multiple dimensions and scientific theories to tackle the complexity of a website (Chen et al. in Int J Inf Manage 37(1):1563–1574, 2017; Loiacono et al. in Mark Theory Appl 13(3):432–438, 2002; Wells et al., 2011). The most frequently used approaches include traditional concepts such as the theory of reasoned action (Fishbein and Ajzen in J Exp Soc Psychol 12(6):579–584, 1976; Understanding attitudes and predicting social behavior, 1980) and the technology acceptance model (Davis in MIS Q 13(3):319, 1989). Even if these two concepts are not used directly, some researchers describe them as the stepping stone for their own innovative quality assessment methods (Bai et al. in Int J Hospitality Manage 27(3):391–402, 2008; Luo et al. in 2016 13th international conference on service systems and service management (ICSSSM), 2016; Pandey and Chawla in Qual Mark Res Int J 19(3):339–356, 2016). In addition to these traditional concepts, website quality is also evaluated with the same metrics as information systems and interactive interfaces (Abou-Shouk and Khalifa in J Travel Tourism Mark 34(5):608–623, 2016; Trivedi and Trivedi in Int J Electron Bus 14(4):309, 2018). In the following paragraphs, we review and classify the attributes associated with website quality both in the scientific literature and in international standards. The main objective of this chapter is to create a solid basis for the future testing and quantification of these attributes using standardized metrics and tools.
This study builds on existing loyalty literature and theories, and extends to include consumer attitudes impact on continuous intention and loyalty based on relationship marketing and information systems. Three structural equation models built from a survey of 458 mobile Thai consumers revealed that inertia was the strongest factor among all constructs in predicting consumer loyalty and continuance intention, either as mediator or antecedent. Support was found for all of the hypothesized relationships for consumers using mobile wallet apps, except for the path between loyalty and continuance intention. Though the direct effects of consumer attitudes were more or less constant, satisfaction became insignificant when inertia acted as a mediator. As an antecedent to both consumer attitudes and satisfaction, inertia significantly increased the explanatory power of continuance intention and loyalty. This study provides new insights into factors that influence loyalty and continuance intention in the context of mobile wallet applications.
In this research, we study factors such as perceived ease of use, perceived usefulness and personal innovativeness in order to understand the consumer attitude construct to affect loyalty, satisfaction and repurchasing intention of mobile wallet applications in Thailand. We developed a research model based upon previous research where we propose and examine seven constructs. In general, thirteen out of fifteen hypotheses are supported by variables related to mobile technology adoption, usage and retention with the 461 Thai consumers sampled. Personal innovativeness, perceived usefulness, and perceived ease of use strongly loaded on consumer attitudes for mobile wallet applications as originally hypothesized. It was found that consumer attitudes are the key factor that drives satisfaction, increases loyalty and improves repurchase intention of mobile wallet applications in Thailand.
This study builds on existing loyalty literature and theories, and extends to include consumer attitudes impact on continuous intention and loyalty based on relationship marketing and information systems. Three structural equation models built from a survey of 458 mobile Thai consumers revealed that inertia was the strongest factor among all constructs in predicting consumer loyalty and continuance intention, either as mediator or antecedent. Support was found for all of the hypothesized relationships for consumers using mobile wallet apps, except for the path between loyalty and continuance intention. Though the direct effects of consumer attitudes were more or less constant, satisfaction became insignificant when inertia acted as a mediator. As an antecedent to both consumer attitudes and satisfaction, inertia significantly increased the explanatory power of continuance intention and loyalty. This study provides new insights into factors that influence loyalty and continuance intention in the context of mobile wallet applications.
The paper focuses on the comparison between pure e-retailers and multichannel retailers' customers and how they differ in their evaluations of functional and relational attributes of the website, as well as how these attributes impact online relationships. An online survey among online securities investors was conducted. Subjects were self-selected from blogs and forums dedicated to personal finance. A total of 326 questionnaires formed the final sample of this study. By using a series of univariate analyses of variance, structural equation modeling, and multi-group analysis, this research empirically demonstrates that the e-service quality evaluation and determinants of online relationship are different in multichannel contexts versus pure online ones. Results show that customers of multichannel retailers are not more loyal than those of pure online retailers. However, multichannel retailers exceed pure online retailers at achieving a higher level of online trust and a higher assessment of website features. The paper concludes with managerial implications that may be useful in multichannel retailing.
This chapter investigates the motivational drivers of customer brand engagement in social media and examines the nature of the relationships between these drivers and engagement, as well as the relationships between brand engagement and share-of-wallet. In addition, we tested the moderating effect of the frequency of social media visits on the relationship between engagement and share-of-wallet. The hypothesized relationships were analyzed using an online survey of 818 members of one Facebook brand community. The results suggested that community exerts the strongest positive effect on customer brand engagement and that customer brand engagement positively influences SOW. The findings also indicated that the frequency of visits strengthens the relationship between engagement and SOW. The primary recommendation is that we encourage brands to invest in fostering engagement in social media brand sites; specifically, we recommend that managers foster we-intentions and belongingness in their social media sites. In addition, managers should implement social media strategies that take into consideration the users’ visiting activity as it positively relates to share-of-wallet.
This paper examines the academic literature on brand loyalty and presents a comprehensive bibliography on the subject via classification schemes molded in the examination. With this purpose, this study scanned seven different online databases and accessed about 400 studies published between 2001 and 2015. Among these, this study examined 140 empirical research papers, the primary research topic of which is brand loyalty and classified them according to various beneficial factors. Classification schemes were formed by examining three 5-year periods (2001–2005, 2006– 2010, and 2011–2015). We classified the research papers into three categories on the basis of their approaches to measuring brand loyalty: the behavioral approach, the attitudinal approach, or the multi-domain approach that combines the first two approaches. A yearly examination reveals that more studies adopted the multi-domain approach than either of the two other singular approaches. As the only study with an inclusive review of all the research studies on brand loyalty between 2001 and 2015, this study provides a comprehensive resource to marketing practitioners and researchers interested in brand loyalty to aid them in their work.
In the online medium, firms consider brand image to be a key asset that must be carefully managed, given that consumers cannot physically inspect products in this virtual ‘establishment’ and that therefore their perception of risk increases (Rowley, 2004). Those brands that enjoy a strong reputation and high brand value generate a reduced perception of risk for the client, along with greater credibility and brand preference – thereby encouraging their purchase (Grewal, Iyer and Levy, 2004; Korgoankar and Karson, 2007).
Various studies support how satisfied customers become loyal customers by investigating attitudes and behavior, while fewer studies have examined links among dissatisfaction, complaints, and loyalty, particularly in the virtualized environment. By applying justice dimension, the purpose of this study is to explore i) how different types of justice affect customer dissatisfaction; ii) how the level of customer dissatisfaction affects willingness to complain/complaining behavior; iii) how willingness to complain/complaining behavior affects repeat purchase behavior based on how complaints are resolved by a company; and iv) how repeat purchase behavior affects loyalty. Proposed relationships are investigated with effects of advanced services (i.e., 2Is, Interactivity and Individualization) and product category that are applied in the virtualized environment. By applying various statistical analyses, this study provides managerial and theoretical implications and offers suggestions to e-businesses.
The well-grounded advancement of information systems can offer most users more comprehensive and satisfying functions that make an individual's daily involvements simpler and easier. The mobile cloud computing acceptance and continued usage nature investigation is one of the most timely research domains for furthering our understanding in IS. The focus is on the integration of the intrinsic and extrinsic motivation dimensions that mobile subscribers experience to proposed expectation-confirmation model. Practically, the study investigates the moderating effect of mobile subscriber's exposure on the relationship within our core IS continuance model with integrated intrinsic and extrinsic motivation. A total of 550 acceptable responses, coming from two staged field survey, targeted on respondents among Korean company employees. The findings provide a basis for an enhanced theory on users' continued use of an innovation and its applications to mobile cloud computing. This study is expected to offer incremental insights from Korean mobile users' experience of conventional web-based services worldwide before they grow into the new mobile cloud business.
Purpose
– The purpose of the paper is to systematically review and summarize the literature addressing various sources of online brand equity. The evolution of social media, online forums and virtual communities drive the diversity in nomenclature of online marketing variables. Different researchers have used different marketing variables to indicate the same source of online brand equity. The definitions of the marketing variables change with the change in context, due to the complex e-commerce environment. The marketing variables used in different studies have lead to a conceptual overlap and repetitiveness.
Design/methodology/approach
– This confusion is sought to be classified by the proposed classificatory scheme that used content analysis of 42 previous studies. The definitions of the antecedents of sources of the online brand equity used by the authors are analyzed with the help of content analysis to summarize the marketing variables in a meaningful way.
Findings
– The paper identifies 15 major marketing variables by authors in their studies related to various sources of online brand equity. The final list contains 13 frequently used variables which also comprises variables which are evolving due to the dynamic e-commerce environment like the feeling of “virtual-real”.
Practical implications
– The variables identified can be used by the businesses as a check list to their marketing activities.
Originality/value
– This is the first paper which identifies and clarifies the ambiguity present in the application of the various online marketing variables.
This paper reviews recent studies related to the Technology Acceptance Model (TAM) in order to derive an extended model that examines online purchasing by consumers. Our model expands the original TAM by including additional constructs including privacy, trust, perceived risk, e-satisfaction, and e-loyalty. We surveyed over 1,850 consumers in the United States and Australia using an instrument that yielded respectable reliability and validity. The findings suggest that our expanded model serves as a very good predictor of consumers' online purchasing behaviors. The linear regression model shows a substantial amount of variance explained for Behavioral Intention (R 2 = .637). We also discover interesting but unexpected results that provide the need for future research. This paper adds to our understanding of the factors influencing online purchasing. Future researchers can refine our model and instrument to further explain consumers' acceptance of Internet-based applications.
This research reviews studies using the Technology Acceptance Model (TAM) to create a modified model
and instrument to study the acceptance of Internet technology by consumers. We developed a modified
TAM for the acceptance of Internet-based technologies by consumers. We retained the original constructs
from the TAM and included additional constructs from previous literature including gender, experience,
complexity, and voluntariness. We developed a survey instrument using existing scales from prior TAM
instruments and modified them where appropriate. The instrument yielded respectable reliability and
construct validity. The findings suggest that the modified TAM is a good predictor of consumer behavior
in using the Internet. We found that attitude toward using the Internet acts as a strong predictor of
behavioral intention to use, and actual usage of Internet technologies. Future researchers can use the
resultant instrument to test how consumers adopt and accept Internet-based applications.
Das Internet ist erwachsen geworden. Es ist als Distributions-und Kommunikationskanal nicht mehr wegzudenken. 62,7% der Bevölkerung Deutschlands nutzen inzwischen das Internet, dies entspricht 40,8 Millionen Konsumenten und einer Steigerung um 6% zum Vorjahr (vgl. van Eimeren/Frees, 2007, S. 363). Bemerkenswert ist, dass das Internet nicht mehr ausschließlich ein Medium der jungen Generation ist: Erstmalig nutzen mehr ‚Silver Surfer‘ (Konsumenten ab 60 Jahre) das Internet als 14 bis 19-Jährige (vgl. ebenda). Bei den älteren Konsumenten werden auch zukünftig die größten Zuwachspotenziale erwartet. Während im Markt der 14 bis 19-Jährigen bereits eine Internetdurchsetzung von 95,8% zu verzeichnen ist, gibt es bei den etwa 20,4 Millionen über 60-Jährigen noch weiteres beträchtliches Wachstumspotenzial (vgl. ebenda). Als Hauptgründe für die Entwicklung des Internets hin zu einem repräsentativen Volksmedium werden die zunehmende Benutzerfreundlichkeit von Hard-und Software, der subjektiv empfundene soziale Druck ‚mitreden zu können‘ sowie die leichte Zugänglichkeit relevanter Informationen genannt (vgl. ebenda).
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