期刊論文
| 學年 | 100 |
|---|---|
| 學期 | 2 |
| 出版（發表）日期 | 2012-06-01 |
| 作品名稱 | What drives cyber shop brand equity? An empirical evaluation of online shopping system benefit with brand experience |
| 作品名稱（其他語言） | |
| 著者 | Chen, Lily Shui-lien |
| 單位 | 淡江大學管理科學學系 |
| 出版者 | Taipei: International Business Academics Consortium |
| 著錄名稱、卷期、頁數 | International Journal of Business and Information 7(1), pp.81-104 |
| 摘要 | The purpose of this research is to determine whether online brand purchasing system benefit can influence the consumer's brand experience, and how brand experience can affect brand equity. The four antecedent constructs of the Unified Theory of Acceptance and Use of Technology (UTAUT) model - performance expectancy, effort expectancy, social influence, and facilitating condition - are selected as the technology system benefit. Five online product categories are chosen to constitute the research setting since they are the top sales performers in each online product category. Data were collected through an online survey, and 685 useful questionnaires were used for the final analysis. A structural equation model (SEM) was used to analyze the research hypothesis. The final research results demonstrate that three constructs (performance expectancy, effort expectancy, and social influence) affect the brand experience, which in turn affects the brand equity. Finally, the managerial implications of these findings and future research directions are briefly discussed. |
| 關鍵字 | UTAUT model；brand equity；brand experience；technology system benefit |
| 語言 | en_US |
| ISSN | 1728-8673 |
| 期刊性質 | 國內 |
| 收錄於 | |
| 產學合作 | |
| 通訊作者 | Chen, Lily Shui-lien |
| 審稿制度 | 是 |
| 國別 | TWN |
| 公開徵稿 | |
| 出版型式 | 紙本 |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/77683 ) |