Antecedents and consequences of conceptualizing online hyperconnected brand selection

IF 2.7 Q2 BUSINESS
Salman Majeed, Woo Gon Kim
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引用次数: 0

Abstract

Purpose

To influence consumer pre-purchase decision-making processes, such as brand selection and perceived brand experience, brands are interested in adopting hyperconnected technological stimuli, such as artificial intelligence, augmented reality (AR), virtual reality, social media and tech devices. However, the understanding of different hyperconnected touchpoints remained shallow and results mixed in previous literature, despite the fact that these touchpoints span different technological interfaces/devices and may influence consumer brand selection. This paper aims to solidify the conceptual underpinnings of the role of online hyperconnected stimuli, which may influence consumer psychological reactions in terms of brand selection and experience.

Design/methodology/approach

This paper is conceptual and presents a discussion based on extant literature from various international publishers.

Findings

The authors revealed different technological stimuli in the online hyperconnected environment that may influence consumer online hyperconnected brand selection (OHBS), perceived online hyperconnected brand experience (OHBE), perceived well-being and behavioral intention.

Originality/value

The conceptual understanding of OHBS and perceived OHBE was mixed and inconsistent in previous studies. This paper brings together extant literature to establish the conceptual understanding of antecedents and outcomes of OHBS, i.e. perceived OHBE, perceived well-being and behavioral intention, and presents a cohesive conceptual framework.

在线超连接品牌选择概念化的前因后果
目的为了影响消费者购买前的决策过程,如品牌选择和感知品牌体验,品牌对采用超连接技术刺激很感兴趣,如人工智能、增强现实(AR)、虚拟现实、社交媒体和科技设备。然而,尽管这些接触点跨越不同的技术界面/设备,并可能影响消费者的品牌选择,但以往的文献对不同超连接接触点的理解仍然肤浅,结果也不尽相同。本文旨在巩固在线超连接刺激作用的概念基础,这些刺激可能会影响消费者在品牌选择和体验方面的心理反应。研究结果作者揭示了在线超级互联环境中的不同技术刺激可能会影响消费者的在线超级互联品牌选择(OHBS)、感知到的在线超级互联品牌体验(OHBE)、感知到的幸福感和行为意向。本文汇集了现有文献,建立了对 OHBS 的前因和结果(即感知的 OHBE、感知的幸福感和行为意向)的概念性理解,并提出了一个具有凝聚力的概念框架。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
期刊介绍: ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
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