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Antecedents of Consumer-Based Electronic Retail Brand Equity: An Integrated Model

The purpose of this study is to test and compare multiple conceptual models that examine the relationships among electronic retail (e-retail) service quality, trust, satisfaction, and consumer-based e-retail brand equity. A quantitative survey was conducted among Chinese online shoppers. The survey...

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Main Authors: Butt, Muhammad Mohsin, Yu, Yingchen, Mohd-Any, Amrul Asraf, Mutum, Dilip S., Ting, Hiram, Khong, Kok Wei
Format: Article
Published: Penerbit Universiti Sains Malaysia 2018
Subjects:
HF Commerce
QA75 Electronic computers. Computer science
Online Access:http://eprints.um.edu.my/22290/
https://doi.org/10.21315/aamj2018.23.2.4
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spelling my.um.eprints.222902019-09-11T03:56:22Z http://eprints.um.edu.my/22290/ Antecedents of Consumer-Based Electronic Retail Brand Equity: An Integrated Model Butt, Muhammad Mohsin Yu, Yingchen Mohd-Any, Amrul Asraf Mutum, Dilip S. Ting, Hiram Khong, Kok Wei HF Commerce QA75 Electronic computers. Computer science The purpose of this study is to test and compare multiple conceptual models that examine the relationships among electronic retail (e-retail) service quality, trust, satisfaction, and consumer-based e-retail brand equity. A quantitative survey was conducted among Chinese online shoppers. The survey used established scales to measure constructs in the proposed models. Structural equation modelling (SEM) procedure was applied to test alternate models. The results confirmed that web design and customer service positively influence satisfaction, while fulfilment and security dimension of e-retail quality influence consumer trust. Both trust and satisfaction were found to be significant influencers of consumer-based e-retail brand equity. E-retailers can use this model to measure, monitor, and improve their consumer’s perceptions towards their brand. This study contributes to the existing literature that deals with antecedents of online consumer-based retail brand equity. It adds value by proposing and testing multiple models of online consumer-based brand equity which is rare in e-brand equity research. Penerbit Universiti Sains Malaysia 2018 Article PeerReviewed Butt, Muhammad Mohsin and Yu, Yingchen and Mohd-Any, Amrul Asraf and Mutum, Dilip S. and Ting, Hiram and Khong, Kok Wei (2018) Antecedents of Consumer-Based Electronic Retail Brand Equity: An Integrated Model. Asian Academy of Management Journal, 23 (2). pp. 69-99. ISSN 1394-2603 https://doi.org/10.21315/aamj2018.23.2.4 doi:10.21315/aamj2018.23.2.4
institution Universiti Malaya
building UM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaya
content_source UM Research Repository
url_provider http://eprints.um.edu.my/
topic HF Commerce
QA75 Electronic computers. Computer science
spellingShingle HF Commerce
QA75 Electronic computers. Computer science
Butt, Muhammad Mohsin
Yu, Yingchen
Mohd-Any, Amrul Asraf
Mutum, Dilip S.
Ting, Hiram
Khong, Kok Wei
Antecedents of Consumer-Based Electronic Retail Brand Equity: An Integrated Model
description The purpose of this study is to test and compare multiple conceptual models that examine the relationships among electronic retail (e-retail) service quality, trust, satisfaction, and consumer-based e-retail brand equity. A quantitative survey was conducted among Chinese online shoppers. The survey used established scales to measure constructs in the proposed models. Structural equation modelling (SEM) procedure was applied to test alternate models. The results confirmed that web design and customer service positively influence satisfaction, while fulfilment and security dimension of e-retail quality influence consumer trust. Both trust and satisfaction were found to be significant influencers of consumer-based e-retail brand equity. E-retailers can use this model to measure, monitor, and improve their consumer’s perceptions towards their brand. This study contributes to the existing literature that deals with antecedents of online consumer-based retail brand equity. It adds value by proposing and testing multiple models of online consumer-based brand equity which is rare in e-brand equity research.
format Article
author Butt, Muhammad Mohsin
Yu, Yingchen
Mohd-Any, Amrul Asraf
Mutum, Dilip S.
Ting, Hiram
Khong, Kok Wei
author_facet Butt, Muhammad Mohsin
Yu, Yingchen
Mohd-Any, Amrul Asraf
Mutum, Dilip S.
Ting, Hiram
Khong, Kok Wei
author_sort Butt, Muhammad Mohsin
title Antecedents of Consumer-Based Electronic Retail Brand Equity: An Integrated Model
title_short Antecedents of Consumer-Based Electronic Retail Brand Equity: An Integrated Model
title_full Antecedents of Consumer-Based Electronic Retail Brand Equity: An Integrated Model
title_fullStr Antecedents of Consumer-Based Electronic Retail Brand Equity: An Integrated Model
title_full_unstemmed Antecedents of Consumer-Based Electronic Retail Brand Equity: An Integrated Model
title_sort antecedents of consumer-based electronic retail brand equity: an integrated model
publisher Penerbit Universiti Sains Malaysia
publishDate 2018
url http://eprints.um.edu.my/22290/
https://doi.org/10.21315/aamj2018.23.2.4
_version_ 1646210198793093120
score 13.244745

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