通过消费者品牌参与的相互作用，远程呈现、社会存在和消费者购买服装意向的参与度

IF 2.3 Q3 REGIONAL & URBAN PLANNING

Foresight Pub Date : 2024-07-30 DOI:10.1108/fs-10-2023-0197

Muhammad Nauman Zahid, Muhammad Kamran, Michał Szostak, Tahir Mumtaz Awan

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引用次数: 0

摘要

本文旨在探讨远程呈现、社交存在和消费者参与对购买意向的影响，以及消费者品牌参与的三个维度（认知加工、情感加工和激活）的干预影响。研究采用调查技术，通过问卷收集了 426 名服装购物者的数据。使用智能 PLS 对模型进行了检验，结果发现，远程呈现、社交存在和消费者品牌参与与消费者品牌参与之间存在正相关关系，而消费者品牌参与也是它们与购买意向之间关系的中介。研究结果本研究为远程呈现、社交存在和消费者参与提供了分析证据，并推动了品牌参与文献的发展。营销人员可以从本研究中获益，并利用本研究的成果设计他们未来的营销活动，以提高顾客的参与度。原创性/价值本研究为远程呈现、社交存在和顾客参与提供了分析证据，并推进了品牌参与的文献研究。营销人员可以从本研究中获益，并利用本研究的成果设计他们未来的营销活动，以提高客户的参与度。

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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Telepresence, social presence and involvement in consumer’s intention to buy apparels through an interplay of consumer brand engagement

Purpose

The aim of this paper is to explore the effect of telepresence, social presence and consumer involvement on intention to purchase, with an intervening impact of three dimensions of consumer brand engagement (cognitive processing, affection processing and activation).

Design/methodology/approach

The study followed a surveying technique and an adopted questionnaire was used to collect data from 426 shoppers of apparels. The model was tested using Smart PLS and it was found that there is a positive relationship between telepresence, social presence and consumer brand involvement with consumer brand engagement, which also mediates their relationship with intention to purchase.

Findings

This study offers analytical evidence for telepresence, social presence and involvement of customers and advances the literature of brand engagement. Marketers can benefit from this study and design their future campaigns to enhance the involvement of customers by utilizing the outcomes of this study.

Originality/value

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来源期刊

Foresight REGIONAL & URBAN PLANNING-

CiteScore

5.10

自引率

5.00%

发文量

期刊介绍： ■Social, political and economic science ■Sustainable development ■Horizon scanning ■Scientific and Technological Change and its implications for society and policy ■Management of Uncertainty, Complexity and Risk ■Foresight methodology, tools and techniques