NDLI: Influence of On-line Brand Experience on Purchase Intention: An Empirical Study of Non-standardized Commodity

Content Provider	IEEE Xplore Digital Library
Author	Chen Pang Xiaofen Ji
Copyright Year	2010
Abstract	Since the explosion and popularity of Internet, virtual brand community has been serving as a new and important brand experience centre for consumers to acquire necessary brand and product knowledge. Based on the empirical literature and the nature of online shopping, this study proposed a series of research hypotheses and a theoretical model. Internet shoppers’ brand experience (sensory, affective, behavioral and intellectual factors), perceived risk (financial and product performance risk) and their relationship to purchase intention were introduced. The research was conducted by members of a brand virtual community through questionnaire toward non-standardized commodity. And research model was evaluated with structural equation modeling. Results of this empirical study indicated that sensory, affective and intellectual factors significantly influence perceived risk online. However, behavioral –oriented experience has no significant effect. Finally, conclusion and implications of these findings were also discussed.
Starting Page	311
Ending Page	315
File Size	264347
Page Count	5
File Format	PDF
ISBN	9781424482313
e-ISBN	9781424482313
DOI	10.1109/ISECS.2010.75
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2010-07-29
Publisher Place	China
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	brand experience purchase intention Analytical models online shopping Numerical analysis Communities Data models perceived risk Internet Mathematical model Reliability
Content Type	Text
Resource Type	Article

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