共查询到20条相似文献，搜索用时 15 毫秒
1.
Michel Laroche Mohammad Reza Habibi Marie-Odile Richard 《International Journal of Information Management》2013
There is an ongoing debate over the activities of brands and companies in social media. Some researchers believe social media provide a unique opportunity for brands to foster their relationships with customers, while others believe the contrary. Taking the perspective of the brand community building plus the brand trust and loyalty literatures, our goal is to show how brand communities based on social media influence elements of the customer centric model (i.e., the relationships among focal customer and brand, product, company, and other customers) and brand loyalty. A survey-based empirical study with 441 respondents was conducted. The results of structural equation modeling show that brand communities established on social media have positive effects on customer/product, customer/brand, customer/company and customer/other customers relationships, which in turn have positive effects on brand trust, and trust has positive effects on brand loyalty. We find that brand trust has a fully mediating role in converting the effects of enhanced relationships in brand community to brand loyalty. The implications for marketing practice and future research are discussed. 相似文献
2.
《International Journal of Information Management》2016,36(3):245-257
With the growth and competition of the smartphone industry, developing a better understanding of what drives consumers' loyalty to smartphone brands has become an important issue for academics and practitioners. This study hypothesizes four determinants of smartphone brand loyalty based on the perspectives of consumer value and consumer-brand identification. Furthermore, this study also explores the moderating effects of age and gender differences on the determination process of smartphone brand loyalty. Data collected from 157 respondents was tested against the research model using a partial least squares (PLS) approach. The results indicate that functional value, emotional value, social value, and brand identification have a positive influence on smartphone brand loyalty. Of the two moderators, results show that age enhances the emotional value-brand loyalty and social value-brand loyalty linkages but weakens the brand identification-brand loyalty relationship. However, gender does not play a moderating role in the determination of smartphone brand loyalty. The results of this study provide several important theoretical and practical implications for smartphone brand management. 相似文献
3.
A recommendation agent (RA) at a Webstore is believed to replace the functions of communicating and facilitating purchases for which conventional salespersons are responsible in traditional stores. Seeing the RA as a virtual salesperson, this study proposed a model to demonstrate the online persuasion process between RAs and customers. Specifically, by integrating Toulmin's model of argumentation with the spokesperson strategy from marketing theory, this study developed a model illustrating that Webstore managers may be able to manipulate the argument form and spokesperson type used in RAs’ recommendations to strengthen customers’ online purchase intentions through influencing their perceived argument quality and source credibility. Based on data derived from 270 subjects who participated in a 3 × 3 laboratory experiment, findings supported five out of six hypotheses. This study has broadened the scope of RA studies by utilizing different theoretical foundations other than the trust-assuring issues that were widely discussed in the past. Findings were able to provide crucial practical implications for both scholars and Webstore managers. 相似文献
4.
This paper examines the antecedents of branding co-creation that include social networking sites’(SNSs) participation motivations,customer participation, brand trust and brand loyalty in social media brand communities by applying the “Stimulus-Organism-Response paradigm”. The survey method was used to gather data from 407 social media users. Data were analysed using structural equation modeling techniques. The findings reveal that SNSs’ participation motivations positively influence customer participation, which in turn significantly affects brand trust and brand loyalty. Consequently, both brand trust and brand loyalty positively influence branding co-creation in brand communities on social media. Furthermore, brand trust contributes as a mediator between customer participation and brand loyalty on social media brand communities. Although studies on relationships examined through the lens of the Stimulus-Organism-Response paradigm are popular, to the authors’ surprise there is scant literature examining the relationships between SNSs’ participation motivations, customer participation in social media brand communities, brand trust, brand loyalty and branding co-creation. 相似文献
5.
With the proliferation of online content service industry, understanding the factors affecting consumer intention to purchase online content services has become an important issue for academics and practitioners. While previous research has suggested that consumers’ perceived value and moral judgment are two main factors influencing behavioral intention to purchase online content services, few studies have explored what drives perceived value and if customers’ ethical self-efficacy will moderate the effect of perceived value on purchase intention. Thus, based on the value-based adoption model and previous literature, this study explores the antecedents of perceived value and the moderating effect of ethical self-efficacy for online piracy (ESEOP) on the relationship between perceived value and purchase intention in the context of online content services. Data collected from 124 respondents in Taiwan are tested against the research model using the partial least squares (PLS) approach. The results indicate that perceived enjoyment, perceived usefulness, perceived fee, and ESEOP have a significant influence on perceived value and that ESEOP can enhance the positive effect of perceived value on purchase intention. The findings of this study provide several important theoretical and practical implications for consumer online content purchase behaviors. 相似文献
6.
从网络购物流程出发,分析影响网购者品牌偏好和品牌选择的因素,以及各个因素通过网购者品牌偏好进而影响品牌选择的过程,并建立模型,形成调查问卷,为后续深入研究作好铺垫。 相似文献
7.
Hsuan Yu Hsu Hung-Tai TsouAuthor vitae 《International Journal of Information Management》2011,31(6):510-523
Blogs have recently become an influential medium and have demonstrated enormous marketing power. Consumers can freely conduct ongoing information searches through this new channel. However, the credibility of blogs plays an important role in creating opportunities for positive customer experiences that can shape consumers’ product/service purchase intentions and decisions. In light of this observation, this study proposes a theoretical framework that delineates the relationship among information credibility, customer experiences, and purchase intention in the blog environment. Data collected from 468 subjects in specific corporate blogs provide support for the proposed model using partial least squares (PLS). The results indicate that information credibility is critical for facilitating customer experiences, which, in turn, is necessary to enhance purchase intention. Additionally, greater involvement with blog significantly increases the effect of customer experiences on purchase intention. The detailed theoretical and managerial implications are presented. 相似文献
8.
以自我概念一致性为起点,品牌认同、品牌承诺为中介,对网商品牌忠诚的形成过程进行了实证分析,研究表明:真实自我概念一致性对品牌认同没有显著影响,但理想自我概念一致性不仅对品牌认同有显著影响,而且对情感依恋承诺、社会顺从承诺都有显著影响;品牌认同对品牌承诺和品牌忠诚都有积极的正向作用,但品牌认同对品牌承诺的关系强度更大;情感依恋承诺只对重复购买意向有显著正向影响,而社会顺从承诺只对正面口碑相传有显著正向影响。 相似文献
9.
Although brand pages on social media platforms are burgeoning, companies frequently have difficulty in sustaining customer relationships on their brand pages. Consequently, this study focuses on how a social media brand page develops customer commitment and encourages them to perceive that future conflicts with the company can be resolved for their mutual benefit. On the basis of a review of the literature on customer value theory and commitment, this study develops an integrative model that explores the antecedents of functional conflict and the boundary condition under which brand page commitment enhances functional conflict. The model is tested using data collected from 293 followers of brand pages on a social networking site. The results demonstrate the salient roles of customer values and commitment in determining customer perceptions of future conflicts. By shifting scholarly attention from economic outcomes characterized by purchase intention to relationship outcomes characterized by functional conflict, the findings contribute to the research of the business implications of social networking sites. 相似文献
10.
Attraction is an essential factor in interactions between individuals. Some existing studies have examined multiple dimensions of attraction including social, physical, and task attraction. However, the mechanism behind these three attraction dimensions and parasocial interaction in social shopping websites has not been well examined. This study adopts technology attraction theory and parasocial interaction theory to analyze how three types of technology attraction affect parasocial interaction, which consequently influences users’ social commerce intention. This study conducted a survey to analyze the proposed empirical model and analyzed data from 248 social shopping website users. The results indicate that social attraction and task attraction positively and directly affect the users’ parasocial interaction. In contrast, physical attraction indirectly influences users’ parasocial interaction via social attraction and task attraction, respectively. Parasocial interaction consequently influences users’ social commerce intention. Discussion, limitations, and implications of the study are presented. 相似文献
11.
高科技品牌在进行品牌延伸时,延伸产品与母品牌产品之间的技术一致性并非总是有效的,品牌类型和品牌忠诚度会影响技术一致性在品牌延伸中的作用。通过文献综述、问卷和量表的测量,对实验数据进行了统计分析,结果表明：对于综合导向型高科技品牌,无论消费者的品牌忠诚度的高低,消费者对于技术适度不一致延伸产品的评价与技术一致的延伸产品的评价没有差异;对于功能导向型高科技品牌,与品牌类型相比消费者的品牌忠诚度起到更显著的作用,高品牌忠诚的消费者对技术适度不一致的延伸产品的评价与技术一致产品的评价没有差异,同时对技术极度不一致的延伸产品的评价有明显的提高,低品牌忠诚的消费者对延伸产品的评价则依赖于延伸产品与母品牌产品的技术一致性水平。 相似文献
12.
Food safety is a public health issue of paramount importance. In this regard, blockchain has emerged as a promising technology that allows users to effectively and efficiently record the origin and flow of products and eliminate or reduce harmful food fraud. Consumers can benefit from this development by receiving up-to-date and verifiable information about the origins and delivery routes of their purchases. Drawing on signaling theory and the results of two experimental studies with 151 and 152 participants, respectively, we investigate how the use of blockchain to trace food products impacts consumers’ perception of product quality as a mediating variable and subsequently their purchase intention. Our framework further considers brand familiarity as a moderating variable. The findings from the two experiments show that blockchain labels as a signaling mechanism in food supply chains help to strengthen consumers’ perceived quality of food products, which, in turn, increases their purchase intention. This effect is more pronounced for less familiar brands, which is valuable information for managers who want to build a brand’s reputation. From an academic perspective, we highlight the applicability of signaling theory to identify blockchain-based traceability systems as important drivers of perceived product quality and consequently purchase intention. 相似文献
13.
Global retail brands find it vital to engage Generation Y (Gen Y) customers through firm-hosted online brand communities (OBCs) for generating actionable insights; this study advances customer engagement (CE) frameworks in this setting. First, we draw on the stimulus–organism–response (S–O–R) theory to introduce OBC website quality (termed OBC-SiteQUAL), alongside brand involvement as a customer resource input, to shape an expanded quadripartite CE conceptualisation. Second, using multi-country data, we test the validity of the OBC-SiteQUAL and CE measurement models, and the theoretical framework. Results indicate that the newly conceived OBC-SiteQUAL construct, underpinned by various web-based cues related to affective elements, brand interaction and customer-to-customer interaction, positively influences CE, whereas brand involvement partially influences CE. Third, we examine how these variables translate to behavioural loyalty outcomes. Empirically, a consistent pattern across the country samples indicates that OBC-SiteQUAL can affect behavioural loyalty by enhancing CE. Thus, we reliably confirm the mediating effect of CE (O) between OBC-SiteQUAL (S) and behavioural loyalty (R). Fourth, we found that the impact of OBC-SiteQUAL and brand involvement on CE differs between younger and older Gen Y consumers. These findings inform the optimisation of precise digital content marketing activities to enhance customer-brand relationships. 相似文献
14.
运用顾客忠诚理论和满意理论,揭示顾客满意、转换成本和品牌认同等构面对忠诚意愿的影响关系和特性,设计基于顾客忠诚意愿的影响因素差异分析框架及方法,提出影响因素综合分析流程及显著影响因子获取方法;并以移动通讯服务消费顾客为实例背景,针对三类忠诚意向顾客群,运用Logistic回归模型、因子分析、单因素方差分析等技术,分析得到忠诚意向的影响主因子构成及显著影响强度差异特性。 相似文献
15.
受中国传统文化的影响和关系营销在世界范围内的兴起,品牌关系营销作为中国商业市场的基础变量的地位在全社会形成共识。因此,通过品牌关系驱动顾客忠诚和品牌资产成为客户关系管理和品牌资产管理的基本逻辑与理性认知。然而,随着新一轮科技革命与产业变革的孕育兴起,品牌关系驱动能否成功应对技术创新驱动对品牌关系情感与顾客购买意愿的冲击?品牌资产的基本理论模型是否还能有效地指导新兴市场的商业实践,抑或需要重构?这些问题值得深入探究。本文以手机品牌消费者为样本,研究发现:表性特征层面,消费者逻辑仍遵循"品牌原型—品牌关系情感—购买意愿"的发展路径。本质特征层面,消费者逻辑受到外力的驱动发生改变,且与品牌关系驱动相比,技术创新驱动所发挥的调节作用更大。研究结论在一定程度上颠覆了传统的关系营销理论模型,对企业在新经济环境下的营销战略具有重要启示和指导意义。 相似文献
16.
品牌忠诚可以给企业带来很多的营销优势,比如降低营销成本、获得更多新的顾客、积极的口碑传播以及顾客对竞争对手营销策略的更强烈的抵制等。通过分析顾客体验,从顾客体验的角度来研究品牌忠诚的提升策略。 相似文献
17.
Intention has been a key dependent variable in information system (IS) research for the last several decades. It features in various IS acceptance models including the technology acceptance model (TAM), the elaboration likelihood model, the IS success model, and the unified theory of acceptance and use of technology (UTAUT). In the context of IS adoption and use, intention has been portrayed in different forms including intention to adopt, intention to use, intention to continue use, intention to discontinue, and intention to switch. It has been modeled as an antecedent to behavior, a consequent of behavior, and a proxy for behavior. Prior studies of intention have been contextualized in a various settings involving use contexts (i.e., voluntary vs. mandatory use), populations (i.e., non-adopters, adopters, users), respondents (i.e., students, employees), and duration of use (i.e., limited vs. indefinite time), have used cross-sectional and longitudinal empirical designs, and employed different measurement instruments. This editorial provides a brief review of extant IS literature on intention, highlights underlying issues, and proposes directions for future research. 相似文献
18.
To stand up for the brands they support, members of brand communities develop “oppositional brand loyalty” towards other rival brands. This study identifies how the interaction characteristics of brand community affect the perceived benefits of community members, and whether the perceived benefits cause members to develop community commitment, as well as the relationship between community commitment and oppositional brand loyalty. This study examined members of online automobile communities in Taiwan, and obtained a total of 283 valid samples. The analytical results reveal that interaction characteristics of brand community make members perceive many benefits, with “brand community engagement” being the most noticeable. Furthermore, hedonic, social, and learning benefits are the main factors to form community commitments. When members have community commitments, they will form oppositional brand loyalty to other rival brands. Based on the analytical results, this study provides suggestions to enterprises regarding online brand community operations. 相似文献
19.
Brand microblogs (BMs) have been increasingly utilized by companies to facilitate communication and foster deeper relationships with their customers. In addition to attracting new followers, retaining existing followers is equally, if not more, important to the success of BM operators. Drawing upon the migration theory, this study develops a push-pull-mooring (PPM) model of BM unfollowing motivations to enhance our understanding of the significant antecedents that promote BM users’ unfollowing intention. The study empirically investigates the three categories of antecedents of the BM unfollowing intention: push (dissatisfaction with information quality, dissatisfaction with service quality, and person brand unfit), pull (alternative attractiveness), and mooring (perceived unfollowing costs) effects. The results suggest that the three groups of unfollowing motivations display varying degrees of influence on BM users’ unfollowing intention. Theoretical and managerial implications of the findings of this study are also discussed. 相似文献
20.
The roles of habit and web site quality in e-commerce 总被引：1，自引：0，他引：1
Previous research has primarily examined consumers’ perceived usefulness of web sites and trust in the web retailer as two major predictors of web site use and e-commerce adoption. While the consumers’ repeated behavior in the past (i.e., habit) may contribute to continuance behavior, it has not been investigated. This article includes habit as a primary construct along with perceived usefulness and trust to predict and explain consumers’ continued behavior of using a B2C web site. Additionally, included are several web quality measures as antecedents to trust and perceived usefulness. The research model is evaluated using structural equation modeling. Results show that consumers’ behavioral intentions to continue using a B2C web site are determined by all three key drivers: perceived usefulness, trust, and habit. Furthermore, not all dimensions of web quality have a significant effect on perceived usefulness and trust. 相似文献