Beyond technology acceptance: Brand relationships and online brand experience

Anna Morgan-Thomas; Cleopatra Veloutsou

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Beyond technology acceptance: Brand relationships and online brand experience

机译：超越技术接受度：品牌关系和在线品牌体验

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This paper combines insights from marketing and information systems research to arrive at an integrative model of online brand experience. In this model emotional aspects of brand relationship supplement the dimension of technology acceptance to arrive at a more complete understanding of consumer experience with an online brand. The empirical tests involve structural equation modeling and primary data from a survey of 456 users of online search engines. The results demonstrate that trust and perceived usefulness positively affect online brand experience. Positive experiences result in satisfaction and behavioral intentions that in turn lead to the formation of online brand relationship. Interestingly, brand reputation emerges as an important antecedent of trust and perceived ease of use of an online brand.

机译：本文结合了来自营销和信息系统研究的见解，以得出在线品牌体验的集成模型。在这种模型中，品牌关系的情感方面补充了技术接受度的维度，以使人们更全面地了解在线品牌的消费者体验。经验测试涉及结构方程建模和来自456个在线搜索引擎用户的调查的主要数据。结果表明，信任和感知的实用性会对在线品牌体验产生积极影响。积极的体验会导致满意度和行为意图，进而导致形成在线品牌关系。有趣的是，品牌声誉已成为信任和在线品牌易于使用的重要前提。

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来源
《Journal of Business Research》 |2013年第1期|21-27|共7页
作者
Anna Morgan-Thomas; Cleopatra Veloutsou;
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作者单位

University of Glasgow, Business School, University of Glasgow, G12 8QQ Glasgow, UK;

University of Glasgow, Business School, University of Glasgow, G12 8QQ Glasgow, UK;

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原文格式 PDF
正文语种 eng
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关键词
online brand; i-brand; internet brand; online brand experience; brand relationships; technology acceptance;

机译：在线品牌;i品牌互联网品牌;在线品牌体验;品牌关系;技术验收;

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Beyond technology acceptance: Brand relationships and online brand experience

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