Investigating the effect of brand value on purchase intention by considering the mediating role of customer satisfaction and the moderating role of infatuation experience (Case study: Customers of the Digikala online store)
Subject Areas :
Maedeh Karimi
1
*
,
zahra Alahverdi
2
1 - Mahdi Mehr Institute of Higher Education Isfahan / Isfahan / Iran
2 - Management Department of Islamic Azad University, Mobarakeh Branch
Keywords: Brand equity, customer satisfaction, experience of fascination, purchase intention,
Abstract :
Today, strategic and commercial policies are focused on creating brand value to increase customer trust in the organization. The most important causes of such a change are increased public awareness and information about the desired outcomes of customer satisfaction and loyalty. The present study, titled Investigating the Effect of Brand Value on Online Purchase Intention by Considering the Mediating Role of Electronic Satisfaction and Moderating Experience of Infatuation, was conducted. This research is based on an applied purpose and is a descriptive-survey field study in terms of data collection method. The statistical population of the present study consists of an unknown number of customers of the online store Digikala. After conducting a preliminary study on a small part of the statistical population, the sample size was calculated using the Cochran formula as 384 people, and these people were selected using the available sampling method according to the dispersion of the statistical population. In this study, a standard questionnaire with 45 specialized questions and 4 demographic questions was used to collect data, whose validity was confirmed using face and construct validity and its reliability using Cronbach's alpha coefficient. Also, information analysis was performed using the structural equation model and Amos.36 and SPSS.21 software. The results showed that brand awareness, brand image, perceived brand quality, and brand loyalty have a positive and significant effect on customer satisfaction in the Digikala online store. Satisfaction also has a positive and significant effect on customer repurchase intention. The findings indicated that the experience of infatuation moderates the relationship between satisfaction and repurchase intention.
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