Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love
The use of e-commerce has exploded due to the impact of COVID-19. People with no experience in e-commerce prior to the COVID-19 pandemic began online shopping for their safety following the pandemic outbreak. As such, these newly joined customers have played a vital role in the rapid development of...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-08-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.968722/full |
| _version_ | 1811221917370155008 |
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| author | Yi Ding Ruonan Tu Yahong Xu Sung Kyu Park |
| author_facet | Yi Ding Ruonan Tu Yahong Xu Sung Kyu Park |
| author_sort | Yi Ding |
| collection | DOAJ |
| description | The use of e-commerce has exploded due to the impact of COVID-19. People with no experience in e-commerce prior to the COVID-19 pandemic began online shopping for their safety following the pandemic outbreak. As such, these newly joined customers have played a vital role in the rapid development of e-commerce. Maintaining these customers and increasing their repurchase intention is a core issue for e-commerce platform companies. Thus, using new e-commerce users as the participants, this study investigated the structural relationship between brand experience, brand emotional factors (brand attachment and brand love), brand loyalty, and repurchase intention with brand love as the mediator. Research on the multidimensional brand experience (i.e., sensory, emotional, behavioral, and cognitive) from Chinese customers’ perspective is still lacking, and our study attempts to fill this gap. A structured questionnaire and hypotheses were designed based on studies and survey of 310 respondents from China in this study. The study results show that, first, the four dimensions of brand experience have a significant positive correlation with brand emotion, with brand cognitive experience having the greatest impact on consumer brand emotion. Second, the influence of brand emotion on brand loyalty is positive and significant, and brand attachment has a stronger influence than brand love on brand loyalty. In addition, brand loyalty has a positive effect on repurchase intention. Finally, brand love plays a mediating role on the relationship between brand attachment and brand loyalty. To enhance customers’ brand attachment and love for e-commerce platforms, companies must enhance customers’ interest and curiosity in their products. And companies will improve their services to customers by introducing artificial intelligence algorithms to increase customers’ repurchase intention, which will ultimately increasing their profitability. This study contributes to the development of e-commerce platform companies. |
| first_indexed | 2024-04-12T08:08:06Z |
| format | Article |
| id | doaj.art-bbd5f23c97e84d1e9999c86f45f047c4 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-12T08:08:06Z |
| publishDate | 2022-08-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-bbd5f23c97e84d1e9999c86f45f047c42022-12-22T03:41:04ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-08-011310.3389/fpsyg.2022.968722968722Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand loveYi Ding0Ruonan Tu1Yahong Xu2Sung Kyu Park3Department of International Trade, Changwon National University, Changwon, South KoreaDepartment of International Trade, Changwon National University, Changwon, South KoreaDepartment of Law, Dong-A University, Busan, South KoreaDepartment of International Trade, Changwon National University, Changwon, South KoreaThe use of e-commerce has exploded due to the impact of COVID-19. People with no experience in e-commerce prior to the COVID-19 pandemic began online shopping for their safety following the pandemic outbreak. As such, these newly joined customers have played a vital role in the rapid development of e-commerce. Maintaining these customers and increasing their repurchase intention is a core issue for e-commerce platform companies. Thus, using new e-commerce users as the participants, this study investigated the structural relationship between brand experience, brand emotional factors (brand attachment and brand love), brand loyalty, and repurchase intention with brand love as the mediator. Research on the multidimensional brand experience (i.e., sensory, emotional, behavioral, and cognitive) from Chinese customers’ perspective is still lacking, and our study attempts to fill this gap. A structured questionnaire and hypotheses were designed based on studies and survey of 310 respondents from China in this study. The study results show that, first, the four dimensions of brand experience have a significant positive correlation with brand emotion, with brand cognitive experience having the greatest impact on consumer brand emotion. Second, the influence of brand emotion on brand loyalty is positive and significant, and brand attachment has a stronger influence than brand love on brand loyalty. In addition, brand loyalty has a positive effect on repurchase intention. Finally, brand love plays a mediating role on the relationship between brand attachment and brand loyalty. To enhance customers’ brand attachment and love for e-commerce platforms, companies must enhance customers’ interest and curiosity in their products. And companies will improve their services to customers by introducing artificial intelligence algorithms to increase customers’ repurchase intention, which will ultimately increasing their profitability. This study contributes to the development of e-commerce platform companies.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.968722/fullbrand experiencebrand loyaltyrepurchase intentionbrand attachmentbrand lovenew e-commerce users |
| spellingShingle | Yi Ding Ruonan Tu Yahong Xu Sung Kyu Park Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love Frontiers in Psychology brand experience brand loyalty repurchase intention brand attachment brand love new e-commerce users |
| title | Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love |
| title_full | Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love |
| title_fullStr | Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love |
| title_full_unstemmed | Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love |
| title_short | Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love |
| title_sort | repurchase intentions of new e commerce users in the covid 19 context the mediation role of brand love |
| topic | brand experience brand loyalty repurchase intention brand attachment brand love new e-commerce users |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.968722/full |
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