Relationship of the Theory of Consumption Values and Flow with Online Brand Experience: A Study of Young Consumers

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2022-08-22 DOI:10.1080/15332861.2022.2109876

Arshiya Fathima M. S., A. Khan, Ansari Sarwar Alam

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引用次数: 2

Abstract

Abstract Brand experience in general and online brand experience in particular, have received a lot of attention from researchers and marketers. Many authors have studied the outcomes and antecedents of online brand experience in different contexts. However, unlike most other studies, which have utilized a more generalized construct of online brand experience, this research investigatesa more specific website-based construct of online brand experience. We propose and testan integrated model of key antecedents and outcomes of website-based online brand experience. Specifically, we examine the role of flow and theory of consumption valuesin influencing the online brand experience, and the influence of the theory ofconsumption values and online brand experience on satisfaction and online purchase intention. The study utilizes the data collected from 308 young consumers. Hypotheses are tested by conducting Partial least square structural equation modeling (PLS-SEM). The study results indicate that the theory of consumption values and flow are the critical drivers of online brand experience, and online brand experience positively influences satisfaction and purchase intention. Implications are discussed in the concluding section of this article.

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消费价值与流量理论与网络品牌体验的关系——对年轻消费者的研究

摘要品牌体验，尤其是网络品牌体验，受到了研究人员和营销人员的广泛关注。许多作者研究了不同背景下在线品牌体验的结果和前因。然而，与大多数其他研究不同的是，本研究使用了更广义的在线品牌体验结构，而本研究调查了更具体的基于网站的在线品牌经验结构。我们提出并测试了基于网站的在线品牌体验的关键前因和结果的集成模型。具体而言，我们考察了流量和消费价值理论在影响在线品牌体验中的作用，以及消费价值和在线品牌体验理论对满意度和在线购买意愿的影响。这项研究利用了从308名年轻消费者那里收集的数据。通过进行偏最小二乘结构方程建模（PLS-SEM）来检验假设。研究结果表明，消费价值和流量理论是网络品牌体验的关键驱动因素，网络品牌体验对满意度和购买意愿有正向影响。本文的结论部分讨论了其影响。

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 Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.