An Empirical Study on the Factors Affecting Online Retail Brand Engagement and Purchase Intention
DOI:
https://doi.org/10.32890/mmj2016.20.8Keywords:
Online shopping behaviour, online buying experience, online trust, social linkages, online retail brand engagementAbstract
Downloads
References
& Sreekumar, 2012; Nayyar & Gupta, 2011; Sahney, Ghosh & Shrivastava, 2013;
Thamizhvanan & Xavier, 2013) but they have restricted their study within the economic value and functional advantages. There have been no such empirical evidences that can portray process in knowing how the Online Retail Brand Engagement can be strategically created to support the Final Brand Selection and Purchase Intention of the potential customer at Indian online marketplace. Our present study can be seen as the first empirical evidence in this regard. This study has demonstrated that in online marketplace, Brand Trust, Social Linkages and Brand Awareness are positively related to each other and jointly influence the Online Retail Brand Engagement, this actually leads to Final Brand Selection and Purchase Intention (Park & Stoel, 2005; Benedicktus,
Brady, Darke &Voorhees, 2010; Choon & Corresponding, 2010; Hong & Cha, 2013). The proposed model in this present research article may function as the road-map for the new age online multinational brands to take a deeper look into what can be done to create higher consumer brand engagement in the Indian online marketplace by triggering the social linkages, emotional linkages and economic values. This would lead to a gain in competitive advantage which will motivate the online buyer.
Aaker, D.A. (1996). Measuring Brand Equity across products and markets. California Management Review, 38(3), 102-20. Aaker, David, A., & Erich Joachimsthaler. (2000). Brand Leadership, London, Free Press.
Ahmad, S. (2002). Service failures and customer defection: A closer look at onlineshopping experiences. Managing Service Quality, 12(1), 19–29.
Anderson, J.C., & Gerbing, D.W. (1988). Structural modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-23
Aral, S., M. Van Alstyne. (2009). Networks, information and brokerage—the diversity-Brandwidth trade off. Working paper, Leonard N. Stern School of Business, New York University, New York.
Arce-Urriza, M., & Cebollada, J. (2012). Private labels and national brands across online and offline channels. Management Decision, 50(10), 1772-1789.
Bambauer-Sachse, S., & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38-45.
Benedicktus, R. L., Brady, M. K., Darke, P. R., & Voorhees, C. M. (2010). Conveying Trustworthiness to Online Consumers: Reactions to Consensus, Physical Store Presence, Brand Familiarity, and Generalized Suspicion. Journal of Retailing, 86(4), 310-323.
Bhatnagar, A., & Ghose, S. (2004). Online information search termination patterns across product categories and consumer demographics. Journal of Retail, 80:221 –8. Blackwell, R. D., Miniard, P. W., & Engel, J.
F. (2001). Consumer behavior. (9th ed). Orlando: Harcourt College Publishers. Brodie, R. J., Ilic, A., Juric, B., & Hollebeek,
L. (2013). Consumer engagement in a Limitations and Future Scope The study focused on Indian consumers who buy online. This research covered only 3 metropolitan cities of India, namely Bangalore, Calcutta and Delhi. Further investigation is required before any generalisation of these results can be undertaken. So future studies can replicate the present study in various dimension of online marketing by integrating the components namely; Brand Trust, Social Linkages, Brand Awareness, Online Retail Brand Engagement and Final Brand Selection & Purchase Intention. The overall model in this current research stands right but with the different sample size, statistical outcomes might change. We also recommend replicating the study in other countries virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
Brogi, S. (2014). Online Brand Communities: A Literature Review. Procedia - Social and Behavioral Sciences, 109, 385-389.
Brown, B. P., Zablah, A. R., Bellenger, D. N., & Donthu, N. (2012). What factors influence buying center brand sensitivity? Industrial Marketing Management, 41(3), 508-520.
Burt, R.S. (1999). The social capital of opinion leaders. Annals of the American Academy of Political and Social Science, November: 1-22.
Byrne, B. M. (2010). Structural equation modeling with AMOS (2nd ed.). New York: Routledge.
Chang, C.C., & Chin, Y.C. (2010). The impact of recommendation sources on online purchase intentions: the moderating effects of gender and perceived risk. World Academy of Science, Engineering and Technology, 66(June), 111-114.
Cheung, C. M. K. (2010). The Effectiveness of ElectronicWord-of-MouthCommunication: A Literature Analysis Electronic Word-ofMouth Communication. Communication, 329-345.
Cheung, R. (2014). The influence of electronic word-of-mouth on information adoption in online customer communities. Global Economic Review, 43(1), 42-57. Chiu, C. M., Chang C.C., Cheng, H. L., & Fang,
Y. H. (2009). Determinants of customer repurchase intention in online shopping‟ Online Information Review, 33(4), 761 -784
Choon, K., & Corresponding, L. (2010). The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customers ’ Online Purchase Intention. International Business Research, 3, 63-76. Retrieved from
Christakis, N. A., & J. H. Fowler. (2007). The spread of obesity in a large social network over 32 years. New England J. Med, 357 (4), 370–379. http://mmj.uum.edu.my Comegys, C., Hannula, M., & Väisänen, J. (2009). Effects of consumer trust and risk on online purchase decision-making: A comparison of Finnish and United State Students. International Journal of Management, 26(2), 295–308.
Constantinides, E. (2004). Influencing the online consumers behaviour: The Web experience. Internet Research. 14(2), 111-126.
Couper, Mick, P. (2000) Review: Web Surveys: A Review of Issuesand Approaches. The Public Opinion Quarterly, 64(4), 464494. Crandall, D., D. Cosley., D. Huttenlocher., J.
Kleinberg., & S. Suri. (2008). Feedback effects between similarity and social influence in online communities. Proc. 14th ACM SIGKDD Internat. Conf. Knowledge Discovery Data, Las Vegas, NV, ACM, New York, 160–168.
Cuthbertson, R.W. & Bridson, K. (2006), Online retail loyalty strategies. International Journal of Information Technology and Management, 5(4), 279-94. Davis, D. F., Golicic, S. L., & Marquardt, A.
J. (2008). Branding a B2B service: Does a brand differentiate a logistics service provider? Industrial Marketing Management, 37, 218-227.
Dillman, D.A., & Bowker, D.K. (2001). The Web questionnaire challenge to survey methodologists. In U. Reips & M. Bosnjak (Eds.), Dimensions of Internet Science. Lengerich, Germany: Pabst Science Publishers.
Dillman, D.A. (2000). Mail and Internet surveys: The tailored design method (2nd ed.). Wiley: NY
Dominelli, A. (2003). Web surveys – benefits and considerations. Clinical Research and Regulatory Affairs. 20(4), 409-416.
Edelman, D. C. (2010). Branding in the digital age: Youʼre spending your money in all the wrong places. Harvard Business Review, 88(12).
Farquhar, P. (1989). Managing Brand Equity. Journal of Advertising Research, 30, 4, RC7-RC12. http://mmj.uum.edu.my
Feng, J., & Papatla, P. (2011). Advertising: Stimulant or Suppressant of Online Word of Mouth? Journal of Interactive Marketing, 25(2), 75-84.
Festinger, L. (1957). A theory of cognitive dissonance. Stanford, CA: Stanford University Press.
Forsythe, S., & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56, 867–875.
Gefen, D., Karahanna, E., & Straub, D. (2003). Trust and TAM in online shopping: An integrated model. MIS quarterly, 27(1), 51-90. Gehrt, K.C., Onzo, N., Fujita, K., & Rajan,
N.R (2007). The emergence of internet shopping in Japan: Identification of shopping orientation-defined segment. Journal of Marketing Theory and Practice, 15(2), 167-177.
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name, and price discounts on consumer’s evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352.
Grönroos, C. (2009). Marketing as promise management: regaining customer management for marketing. Journal of Business and Industrial Marketing, 24(5/6),351-359.
Gurviez, P., & Korchia, M. (2002). Proposition d’une échelle de mesure multidimensionnelle de la confiance dans La Marque. Recherche et Application en Marketing, 17(3), 41-61. Hair, J.F., Black, W.C., Babin, B.J., Anderson,
R.E., & Tatham, R.L. (2008). Multivariate Data Analysis (6th ed.). Pearson Education, New Delhi.
Hoffman, D.L., Novak, T.P., & Perlta, M. (1999). Building consumer trust online‟. Association for Computing Machinery Communications of the ACM, 42(4), 8085.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2), 149-165.
Honarbakhsh, S., Hooi, L.W., Kavianpour, S., & Shadkam, M. (2013). Antecedents of consumers intention to shop online. Australian Journal of Basic and Applied Sciences, 7(13), 190-197.
Hong, I. B., & Cha, H. S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33(6), 927-939.
Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common repeat-purchase product. Journal of Consumer Research, 17(2), 141-148.
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6, 1–55.
Hui, P., & Buchegger, S. (2009). Groupthink and Peer Pressure: Social Influence in Online Social Network Groups. 2009 International Conference on Advances in Social Network Analysis and Mining ( 53-59). IEEE.
Hur, W.-M., Ahn, K.-H., & Kim, M. (2011). Building brand loyalty through managing brand community commitment. Management Decision, 49(7),1194-1213
Janiszewski, C., & Van Osselaer, M. J. (2000). A connectionist model of brand-quality associations. Journal of Marketing Research, 37(3), 331-350.
Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an Internet store. Information Technology and Management, 1(12), 45-71.
Jiang, Z., Chan, J., Tan, B., & Chua, W. S. (2010). Effects of interactivity on website involvement and purchase intention. Journal of the Association for Information Systems, 11(1), 34-59.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customerbased brand equity. Journal of Marketing, 57(1), 1-22.
Keller, K.L. (2001). Building customer-based brand equity. Marketing Management, 10 (2),. 14-21.
Keng, C. J., & Liu, C. C. (2013). Can avatar and self-referencing really increase the effects of online 2-D and 3-D advertising? Computers in Human Behavior, 29(3),791–802.
Keng, C. J., Liao, T. H., & Yang, Y. I. (2012). The effects of sequential combinations of virtual experience, direct experience, and indirect experience: The moderating roles of need for touch and product involvement. Electronic Commerce Research, 12(2), 177–199.
Keng, C. J., Ting, H. Y., & Chen, Y. T. (2011). Effects of virtual-experience combinations on consumer-related sense of virtual community. Internet Research, 21(4), 408–434.
Kim, C., Galliers, R. D., Shin, N., Ryoo, J. H., & Kim, J. (2012). Factors influencing Internet shopping value and customer repurchase intention. Electronic Commerce Research and Applications, 11(4), 374-387.
Kim, D. J. (2012). An investigation of the effect of online consumer trust on expectation, satisfaction, and post-expectation. Information Systems and e-Business Management, 10(2), 219-240.
Kim, H.S. (2000). Discriminative factors of buying intension in fashion Internet shopping, Unpublished doctoral dissertation. Sookmyung Womans University.
Kiss, C., & Bichler, M. (2008). Identification of influencers – measuring influence in customer networks. Decision Support Systems, 46(1), 233–253.
Kline, R.B. (2005), Principles and Practice of Structural Equation Modeling (2nd Ed.). New York: The Guilford Press.
Kung, M., Monroe, B. K., & Cox, J. (2002). Pricing on the Internet. Journal of Products and Brand Management, 11(2), 274 -287.
Lee, H. J., & Kang, M. S. (2013). The effect of brand personality on brand relationship, http://mmj.uum.edu.my attitude and purchase intention with a focus on brand community. Academy of Marketing Studies Journal, 17(2), 8598.
Lee, H. J., Lee, D.-H., Taylor, C. R., & Lee, J.H. (2011). Do online brand communities help build and maintain relationships with consumers? A network theory approach. Journal of Brand Management. 19(3), 213-227.
Lee, H., Kim, J., & Fiore, A. (2010). Affective and Cognitive Online Shopping Experience: Effects of Image Interactivity Technology and Experimenting With Appearance. Clothing and Textiles Research Journal, 28(2), 140.
Lee, J., Park, D. H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341352.
Li, H., Daugherty, T., & Biocca, F. (2001). Characteristics of virtual experience in electronic commerce: A protocol analysis. Journal of Interactive Marketing, 15(3), 13–30.
Li, H., Daugherty, T., & Biocca, F(2003). The role of virtual experience in consumer learning. Journal of Consumer Psychology, 13(4), 395–407.
Lian, J. W., & Yen, D. C. (2013). To buy or not to buy experience goods online: Perspective of innovation adoption barriers. Computers in Human Behavior, 29(3), 665-672. Lim, S. S., Chan, Y. H., Vadrevu, S., &
Basnyat, I. (2013). Managing peer relationships online–Investigating the use of Facebook by juvenile delinquents and youths-at-risk. Computers in Human Behavior, 29(1), 8-15.
Lin, C.S., Tzeng, G.H., Chin, Y.C., & Chang, C.C. (2009). The effect of recommendation sources and consumer involvement on trust and purchase intentions in online and offline environments. http://mmj.uum.edu.my
Liu, X., Tian, Y., Wang, W., & Cui, Y. (2011). A social network-based trust model for group-buying. Proceedings - 2011 4th IEEE International Conference on BroadBrand Network and Multimedia Technology, IC-BNMT, 385-389.
Liu, Y. (2006). Word of mouth for movies: Its dynamics and impact on box office revenue. Journal of Marketing, 70 ((July) 74–89.
Loureiro, S. M. C., & Roschk, H. (2014). Differential effects of atmospheric cues on emotions and loyalty intention with respect to age under online/offline environment. Journal of Retailing and Consumer Services, 21(2), 211-219.
Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48, 5-15.
Mahapatra, S. & Sreekumar. (2012). A RIDIT approach to evaluate factors influencing online shopping behaviour, International. Journal of Internet Marketing and Advertising, 7(1), 83–99. Malhotra, A., Kubowicz Malhotra, C., &
See, A. (2013). How to Create Brand Engagement on Facebook. MIT Sloan Management Review, 54(2), 18-20.
Martínez, E., & De Chernatony, L. (2004). The effect of brand extension strategies upon brand image. Journal of Consumer Marketing, 21(1), 39-50.
McCole, P. (2002). The role of trust for electronic commerce in services. International Journal of Contemporary Hospitality Management, 14(2), 81-87.
McCole, P., Ramsey, E., & Williams, J. (2009). Trust considerations on attitudes towards online purchasing: the moderating effect ofprivacy and security concerns. Journal of Business Research, 63, 1018–1024.
Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9-10), 919-925.
Morgan-Thomas, A., & Veloutsou, C. (2013). Beyond technology acceptance: Brand relationships and online brand experience. Journal of Business Research, 66(1), 2127.
Morwitz, V. G., Steckel, J. H., & Gupta, A. (2007). When do purchase intentions predict sales? International Journal of Forecasting, 23(3), 347-364.
Nayyar, R., & Gupta, S.L. (2011). Determinants of Internet Buying Behavior in India. Asian Journal of Business Research,1(2),53-65. Nepomuceno, M. V., Laroche, M., &
Richard, M. O. (2014). How to reduce perceived risk when buying online: The interactions between intangibility, product knowledge, brand familiarity, privacy and security concerns. Journal of Retailing and Consumer Services, 21(4), 619-629.
Park, J., & Stoel, L. (2005). Effect of brand familiarity, experience and information on online apparel purchase. International Journal of Retail & Distribution Management, 33, Issue: 2, 148-160
Park, C. (2002). A Model on the Online Buying Intention with Consumer Characteristics and Product Type. Department of Management Information Systems/ Korea University, Jochiwon, Chungnam, South Korea.
Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9, 263-274.
Phau, I. & Poon, S. M. (2000). Factors influencing the types of products and services purchased over the Internet, Internet research: Electronic Networking Applications and Policy, 10(2), 102-113.
Poddar, A., Mosteller, J., & Ellen, P. S. (2009). Consumers rules of engagement in online information exchanges. Journal of Consumer Affairs, 43(3), 419–448.
Ray, S., Ow, T., & Kim, S. S. (2011). Security Assurance: How Online Service Providers Can Influence Security Control Perceptions and Gain Trust. Decision Sciences, 42(2), 391-412.
Renny, G.S., & Siringoringo, H. (2013). Perceived usefulness, ease of use, and attitude towards online shopping usefulness towards online airlines ticket purchase. Social and Behavioural
Sciences, 81(2013), 212-216.
Romaniuk, J., & Nenycz-Thiel, M. (2013). Behavioral brand loyalty and consumer brand associations. Journal of Business Research, 66(1), 67-72.
Rosa, E., Rios, Hernan, E., & Riquelme. (2010). Sources of Brand Equity for Online Companies. Journal of Research in Interactive Marketing, 4, 3, 214-240.
Rose, S., Hair, N., & Clark, M. (2011). Online Customer Experience: A Review of the Business-to-Consumer Online Purchase Context. International Journal of Management Reviews, 13(1), 24-39.
Ryan, G., & Valverde, M. (2005). Waiting for service on the internet: Defining the phenomenon and identifying the situations. Internet Research, 15(2), 220–240.
Sahney, S., Ghosh, K., & Shrivastava, A. (2013). Conceptualizing consumer trust in online buying behaviour: an empirical inquiry and model development in Indian context. Journal of Asia Business Studies, 7(3), 278-298.
Sridhar, S., & Srinivasan, R. (2012). Social Influence Effects in Online Product Ratings. Journal of Marketing, 76(5), 7088,
Srinivasan, R., & Moorman, C. (2005). Strategic Firm Commitments and Rewards for Customer Relationship Management in Online Retailing. Journal of Marketing, 69(4),193-200.
Svatošová, V. (2013). Motivation of Online Buyer Behavior. Journal of Competitiveness, 5(3), 14-30. Swan, J.E., Trawick, I.F., Rink, D.R., & Roberts,
J. (1988). Measuring dimensions of purchaser trust of industrial salespeople, Journal of Personal Selling and Sales Management, 8, 1–15. http://mmj.uum.edu.my
Swinyard, W.R., & Smith, S.M. (2003). Why people (dont) shop online: A lifestyle study of the Internet consumer. Psychology and Marketing, 567–597.
Szymanski, D.M., & Hise, R.T. (2000), E-satisfaction: an initial examination. Journal of Retailing, 76(3), 309-322.
Thamizhvanan, A., & Xavier, M. J. (2013). Determinants of customers’ online purchase intention: an empirical study in India. Journal of Indian Business Research, 5(1), 17-32.
Tsiakis, T(2012). Consumers Issues and Concerns of Perceived Risk of Information Security in Online Framework. The Marketing Strategies. Procedia - Social and Behavioral Sciences, 62, 1265-1270.
Urban, G.L., Sultan, F., & Qualls, W.J. (2000). Placing trust at the centre of your Internet strategy, Sloan Management Review, Fall, 39-48.
Varadarajan, P.R., & Yadav, M.S. (2002). Marketing strategy and the Internet: an organizing framework. Journal of the Academy of Marketing Science, 30(4), 296–312.
Verhagen, T., & Van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information and Management, 48(8), 320-327.
Verhagen, T., Nauta, A., & Felberg, F. (2013). Negative online word-of-mouth: Behavioral indicator or emotional release? Computers in Human Behavior, 29(4), 1430-1440.
Vijayasarathy, L.R., & Jones, J.M. (2000). Intentions to shop using Internet catalogues: Exploring the effect of the product types, shopping orientations, and attitudes toward computers. Electronic Market, 10(1), 29-38.
Vimaladevi, K., & Dhanabkaym, M. (2012). A study on the effects of online consumer reviews on purchasing decision. Prestige International Journal of Management & IT-Sanchayan, 1(1), 91-99. http://mmj.uum.edu.my An Analytical Model and Empirical Analysis. MIS Quarterly, 34(4), 809-831
Yali, A., & Bayram, M. (2012). eWOM: The effects of online consumer reviews on purchasing decisions. International Journal of Internet Marketing and Advertising, 7(1), 51-64. Yin-Chieh Hsu., Shu-Tzu Huang., & Wei-Po
Kuo. (2012). How Do Brand Beliefs Build Brand Equity in Online Retailing? The Role of Brand Love. Advances in information Sciences and Service Sciences, 4, 423-430.
Yoon, S. J. (2002). The antecedents and consequences of trust in onlinepurchase decisions’. Journal of Interactive Marketing, 16(2), 47–63.
Yu, D., & Wang, K. (2011). On the effect of brand attitude on brand purchasing. International Conference on Management and Service Science, MASS 2011. https://www.forrester.com/Brief+The+State +Of+Indias+Online+Retail+Market+ In+2015/fulltext/-/E-res121804 http://www.mckinsey.com/search.aspx?q=iCon sumers%3A+Life+online http://www.worldinternetproject.net/_files/_ Published/_oldis/ucla-internet-2001.pdf http://www.mckinsey.com/~/media/ mckinsey%20offices/india/pdfs/online_ and_upcoming_the_internets_impact_ on_india.ashx Wang,
H. (2010). Review of studies on online consumer trust. 2010 Second International Conference on Computational Intelligence and Natural Computing, 97-100.
Ward, M.R., & Morganosky, M. (2002). Consumer acquisition of product information and subsequent purchase channel decisions. In: Baye, In: Baye, M.R (ed.), Advances in Applied Microeconomics: The Economics of the
Internet and E-commerce. 11, 2002, Amsterdam: Elsevier Science. Whan Park, C., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing. Wirtz, J., Ambtman, A. D., Bloemer, J., Horváth, C., Ramaseshan, B., Klundert, J. V. D.,
Canli, Z. G. (2013). Managing brands and customer engagement in online brand communities. Journal of Service Management, 24(3), 223-244.
Wolfinbarger, M., & Gilly, M. (2001). Shopping online for freedom, control and fun. California Management Review, 43(2), 34-55.
Xinxin, Li., & Lorin, M. H. (2010). Price Effects in Online Product Reviews:
Published
Issue
Section
How to Cite
Research impact
Harvested 2026-09-07Counts differ between services because each indexes a different body of literature. None of them is the whole picture.
- OpenCitations 0 View →
- Crossref 0 View →
- Google Scholar no free count Search →
- Dimensions no free count Search →
