Title: Understanding cosmopolitan consumers´ repeat purchasing in the eMarketpalce: contribution from a brand orientation theoretical perspective
Authors: Nedu Osakwe, Christian
Boateng, Henry
Popa, Simona
Chovancová, Miloslava
Soto-Acosta, Pedro
Citation: E+M. Ekonomie a Management = Economics and Management. 2016, č. 4, s. 149-166.
Issue Date: 2016
Publisher: Technická univerzita v Liberci
Document type: článek
URI: http://hdl.handle.net/11025/22061
ISSN: 1212-3609 (Print)
2336-5604 (Online)
Keywords: sociální angažovanost medií;pověst;značka;(e)WoM;odkup
Keywords in different language: social media engagement;reputation;brand;(e)WoM;repurchase
Abstract in different language: As this scienti fi c paper is positioned under the relatively big umbrella of relationship marketing; it thus makes a fruitful attempt to bridge the gap between scholarship and practice. Our overriding objective of this study was to explore critically the contribution of customers’ brand orientation as well as other vital constructs such as social media engagement, (e)vendor reputation and (e)WoM on repeat purchasing intention amongst cosmopolitan consumers in eMarketplace context. Data were collected through a non-probabilistic sampling technique from cosmopolitan consumers in one of the EU-27 countries, Slovakia. Data was analysed using the Partial Least Squares structural equation modelling. This study modelled online consumers’ repeat purchasing decision using constructs such as brand orientation, vendor reputation, vendors’ social media site engagement. The study found that brand orientation leads to a higher perception of vendors’ reputation online. The fi ndings showed that a positive and signi fi cant relationship exists between brand orientation and consumers engagement with vendors’ social media site. Furthermore, this study found that vendors’ reputation has a signi fi cant effect on (e)WoM. Importantly, this study con fi rmed the substantial effect of (e)WoM on repurchase intentions. These fi ndings imply that online retail brands should ‘push’ their product offerings via some of the popular social networking sites (SNSs) and, importantly, endeavour to keep track of those online users in the social media community who most likely have af fi nity towards their brands and/or other similar brands. By and large, the paper has demonstrated that the studied constructs are key in consumers’ decision making online. Hopefully, the fi ndings of the research will assist the online retail vendor in its execution of (robust) customer friendly policies.
Rights: © Technická univerzita v Liberci
CC BY-NC 4.0
Appears in Collections:Číslo 4 (2016)
Číslo 4 (2016)

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