ABSTRACT

This study examines the factors leading to online loyalty, in terms of brand effects (i.e. brand innovativeness and brand love) as well as website effects (i.e. visual appeal, perceived enjoyment, and trust). To collect data, an online survey was administered to 229 e-commerce customers of a leading multinational footwear company in Bangladesh. The findings showed the positive effects of brand innovativeness on brand love, trust, and visual appeal. Perceived enjoyment displayed a positive effect on trust, while visual appeal demonstrated a positive effect on perceived enjoyment and trust. The findings highlighted the importance of brand innovativeness and visual appeal in predicting impulse purchase, while brand love and trust influenced both word of mouth and purchase intention. Further discussion and implications are presented.

摘要

本研究考察了导致在线忠诚度的因素，包括品牌效应（即品牌创新性和品牌喜爱度）以及网站效应（即视觉吸引力、感知享受和信任）。为了收集数据，我们对孟加拉国一家领先的跨国鞋业公司的 229 名电子商务客户进行了在线调查。研究结果表明品牌创新对品牌喜爱、信任和视觉吸引力有积极影响。感知享受对信任有积极影响，而视觉吸引力对感知享受和信任有积极影响。研究结果强调了品牌创新性和视觉吸引力在预测冲动购买中的重要性，而品牌喜爱和信任同时影响了口碑和购买意愿。提出了进一步的讨论和影响。