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    Title: What drives cyber shop brand equity? An empirical evaluation of online shopping system benefit with brand experience
    Authors: Chen, Lily Shui-lien
    Contributors: 淡江大學管理科學學系
    Keywords: UTAUT model;brand equity;brand experience;technology system benefit
    Date: 2012-06
    Issue Date: 2012-07-02 15:08:24 (UTC+8)
    Publisher: Taipei: International Business Academics Consortium
    Abstract: The purpose of this research is to determine whether online brand purchasing system benefit can influence the consumer's brand experience, and how brand experience can affect brand equity. The four antecedent constructs of the Unified Theory of Acceptance and Use of Technology (UTAUT) model - performance expectancy, effort expectancy, social influence, and facilitating condition - are selected as the technology system benefit. Five online product categories are chosen to constitute the research setting since they are the top sales performers in each online product category. Data were collected through an online survey, and 685 useful questionnaires were used for the final analysis. A structural equation model (SEM) was used to analyze the research hypothesis. The final research results demonstrate that three constructs (performance expectancy, effort expectancy, and social influence) affect the brand experience, which in turn affects the brand equity. Finally, the managerial implications of these findings and future research directions are briefly discussed.
    Relation: International Journal of Business and Information 7(1), pp.81-104
    Appears in Collections:[管理科學學系暨研究所] 期刊論文

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