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Brand Familiarity, Social Presence and Their Impacts on Purchase Intentions Towards Online Stores

Author: ZhangJia
Tutor: FanXiaoPing
School: Zhejiang University
Course: Management Science and Engineering
Keywords: brand familiarity social presence online store emotional image online purchase intention
CLC: F49;F273.2
Type: Master's thesis
Year: 2011
Downloads: 289
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Abstract


This study investigates two indepdent variables (brand familiatity and social presence) in relation to online store emotional image and consumers’online purchase intention.The research consists of a 2×2 between-subjects factorial design. Two levels of both brand familiarity and social presence (low and high) were manipulated as independent variables, generating four experimental conditions. A total of 160 college student questionnaires were analyzend. The findings provide a better understanding of consumer’s behavior toward online stores. Some conclusions are as follows:1. In this study, online store emotional image was divided into three dimensions: usefulness, entertainment, trustworthness. The results showed that when an online store with higher brand familiarity, consumers would perceive a more useful and trustworthy store image, while the influence of brand familiarity was not significant on entertainment; and when an online store with higher social presence, consumers would perceive a more useful, entertaining and trustworthy store image.2. The results also indicated that when an online store with higher social presence, consumers would have higher purchase intentions; while the influence of brand familiarity was no significant effect on consumers’online purchase intentions.3. There was a mediating effect of online store image between independent variables (brand familiarity and social presence) and consumers’purchase intention in online srore.

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CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
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