The role of online brand equity on the willingness to repurchase considering the role of visual appeal, online preference and the willingness to pay a higher price for high-tech products

Subject Areas : Jounal of Marketing Management

faranak khodayari ¹ , hesamodin zamani ²

1 - Assistant Professor, Department of Business Administration, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran
2 - Graduated from Master of Business Administration, Electronics Department, Islamic Azad University, Tehran, Iran.

Received: 2023-09-16 Accepted : 2024-01-27 Published : 2024-10-02

Keywords: Online brand equity, willingness to repurchase, visual appeal, online preference, willingness to pay a higher price.,

Abstract :

The main purpose of this research is to investigate the role of online brand equity on the willingness to buy again, considering the role of visual appeal, online preference and the willingness to pay a higher price for high-tech products. This research is practical in terms of classification based on the purpose, and in terms of classification based on the method, it is a descriptive survey research. The statistical population of this research is the online buyers of Samsung mobile phones in Tehran. The sampling of this research is available and the required sample size according to Cochran's formula is equal to 384 people. The data collection tools in this research were standard questionnaires whose validity was confirmed through face and content validity and their reliability was confirmed through Cronbach's alpha coefficient and composite reliability. The collected data were analyzed through Spss and Smart-PLS software, and research hypotheses were investigated with the help of structural equation modeling. The results of the research showed that the willingness to pay a higher price has a moderating role in the effect of electronic (online) brand equity on electronic (online) preference, as well as electronic preference in the relationship between electronic (online) brand equity and willingness to buy. It has a mediating role.

References:

ابراهیم پور ازبری، مصطفی. اکبری، محسن. وشکائی نژاد، سیده صدف (1399). تأثیر رفتار خلق ارزش مشترک مشتری با ترجیح برند بر قصد خرید مجدد. نشریه علمی کاوش‏های مدیریت بازرگانی. سال دوازدهم. شماره‏ی 24. صص 288-259.
اسداللهی دهکردی، الهه. حسنقلی پور یاسوری، طهمورث. حاجی حیدری، نسترن. امیرشاهی، میراحمد (1398). تدوین مدل قصد خرید مجدد آنلاین در بازار ایران. پژوهش های مدیریت منابع سازمانی. دوره ی 9. شماره‏ی 1. صص 18-1.
درینی، ولی محمد. نامدار جویمی. (1398). شناسایی ابعاد سرمایه نمادین و رابطه آن با رفتار خرید مصرفکننده در فروشگاه‏هاي لوازم ورزشی. (مشتریان تجهیزات ورزشی در شهر زاهدان). پژوهش های کاربردی در مدیریت ورزشی. سال هشتم. شماره 3 (31 پیاپی). صص 35-25.
قمی، محمد (1399). تأثیر بازاریابی رسانه های اجتماعی بر رفتار مصرف کنندگان؛ بررسی نقش ارزش ویژه برند، کیفیت رابطه برند و نگرش نسبت به برند. دوفصلنامه مطالعات رفتار مصرف‏کننده. دوره‏ی 5. شماره ی 1. صص 59-37.
گزارش سالانه تجارت الکترونیکی ایران سال 98. (1398). مرکز توسعه تجارت الکترونیکی. وزارت صنعت، معدن و تجارت.
میرزایی، فائزه. حبیبی، علیرضا (1399). ارزیابی تأثیر جذابیت طراحی، کیفیت ادراک شده، هنجارهای ذهنی و محبوبیت برند بر قصد خرید مجدد مصرف کنندگان با نقش واسطه‏ای شهرت برند (مورد مطالعه: گوشی‏های هوشمند هوآوی). رویکردهای پژوهشی نوین در مدیریت و حسابداری. سال چهارم. شماره‏ی 34. صص 145-129.
نوروزی، حسین. اسفیدانی، محمدرحیم. مهذبی، مهدی (1394). بررسی تأثیر بازاریابی الکترونیکی بر ترجیح مشتریان در انتخاب یک بانک از طریق ارزش ویژه برند مبتنی بر مشتری (مطالعه موردی شعب بانک ملت شهر تهران). فصلنامه توسعه ی مدیریت پولی و بانکی. دوره‏ی 3. شماره ی 6.
Adly, M. I. & Eid, R. (2016). An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context. Journal of Retailing and Consumer Services, 31, 217-227.
Bakirtas, H., Bakirtas, I. & Cetin. M. (2018). Effects of utilitarian and hedonic shopping value consumer satisfaction on consumer behavioral intentions. EGE Academic Review, 15 (1), 91-98.
Chatzipanagiotou, K., Veloutsou, C., & Christodoulides, G. (2016). Decoding the complexity of the consumer-based brand equity process. Journal of Business Research, 69, 5479–5486.
Giu, Y., Zhu, Y., Barnes, S.J., Bao, Y., Li, X., and Le-Nguyen, K. (2018). Understanding cross‐product purchase intention in an IT brand extension context, Psychology and Marketing Journal, 35(6). 392-411.
Jagtap, Manisha. Deshmukh, Anand. (2018). Consumer Behavior Research: A Literature Review. International Journal of Management Studies. Vol.–V, Issue –4(9), October 2018 [147]
Kang, R., & Sarigöllü, E. (2021). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65, 92–99.
Kasiri, L. A., Cheng, K. T. G., Sambasivan, M., & Sidin, S. M. (2017). Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 35, 91-97.
Keller, Kevin. (2010). Brand Equity Management in a Multichannel, Multimedia Retail Environment. Journal of Interactive Marketing. 24. 58-70. 10.1016/j.intmar.2010.03.001.
Le, Loc Tuan. Lobel Trong Thuy Tran. Ly Minh Thi Pham. Doan Thuc Dinh Tran (2018). A revised model of e-brand equity and its application to high technology products. Journal of High Technology Management Research. Volume 29. Issue 2. Pp.151-160.
Lee, S., Ha, S., & Widdows, R. (2011). Consumer responses to high-technology products: Product attributes, cognition, and emotions. Journal of Business Research, 64, 1195–1200.
Li, T., & Meshkova, Z. (2013). Examining the impact of rich media on consumer willingness to pay in online stores. Electronic Commerce Research and Applications, 12, 449–461.
Liu, Fei . Bo Xiao, Eric T.K. Lim, Chee-Wee Tan, (2017) "The art of appeal in electronic commerce: Understanding the impact of product and website quality on online purchases", Internet Research, Vol. 27 Issue: 4, pp.752-771.
Olsen, S.O. (2020). Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty, Journal of the Academy of Marketing, U.S.A.
Peighambari. Kaveh, Setayesh Sattari, Arash Kordestani, Pejvak Oghazi (2016). Consumer Behavior Research: A Synthesis of the Recent Literature. SAGE Open. April-June 2016: 1–9.
Starker, M. Mohd-Any, A. A. & Kamarulzaman, Y. (2020). Validating a consumer-based service brand equity (CBSBE) model in the airline industry. Journal of Retailing and Consumer Services, 122317.