ONLINE STORE BRAND EXPERIENCE IMPACTING ON ONLINE BRAND TRUST AND ONLINE REPURCHASE INTENTION: THE MODERATING ROLE OF ONLINE BRAND ATTACHMENT

Muhammad Ali Khan, Roshan Panditharathna, David Bamber

Abstract


The scope of this research is to examine the impact of online store brand experience on online brand trust and online repurchase intention. Additionally, the study tests whether online brand attachment moderates these influences. Data was gathered in two cites in Pakistan and path relationships in the theoretical model were analysed using partial least squares structural equation modelling. The study results confirm that online brand attachment and online brand experience have a direct relationship with online brand trust and online repurchase intention. Conclusively, online brand attachment significantly moderates the two relationships between a) online brand experiences and online brand trust and b) online brand experiences and online repurchase intention. The study provides insights for online retail store managers to focus on improving the online experience for its customers in order to promote online brand trust and online repurchase intentions.

 

JEL: C12; L81; M31

 

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DOI: http://dx.doi.org/10.46827/ejmms.v0i0.740

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