Publikace UTB
Repozitář publikační činnosti UTB

Understanding cosmopolitan consumers' repeat purchasing in the eMarketplace: Contribution from a brand orientation theoretical perspective

Repozitář DSpace/Manakin

Zobrazit minimální záznam


dc.title Understanding cosmopolitan consumers' repeat purchasing in the eMarketplace: Contribution from a brand orientation theoretical perspective en
dc.contributor.author Osakwe, Christian Nedu
dc.contributor.author Boateng, Henry
dc.contributor.author Popa, Simona
dc.contributor.author Chovancová, Miloslava
dc.contributor.author Soto-Acosta, Pedro
dc.relation.ispartof E+M Ekonomie a Management
dc.identifier.issn 1212-3609 OCLC, Ulrich, Sherpa/RoMEO, JCR
dc.date.issued 2016
utb.relation.volume 19
utb.relation.issue 4
dc.citation.spage 149
dc.citation.epage 166
dc.type article
dc.language.iso en
dc.publisher Technická univerzita v Liberci
dc.identifier.doi 10.15240/tul/001/2016-4-011
dc.relation.uri http://www.ekonomie-management.cz/en/archiv/search/detail/1357-understanding-cosmopolitan-consumers-repeat-purchasing-in-the-emarketplace-contribution-from-a-brand-orientation-theoretical-perspective/
dc.subject (e)vendor reputation en
dc.subject (e)WoM en
dc.subject Brand orientation en
dc.subject Repurchase intention en
dc.subject Social media engagement en
dc.description.abstract As this scientific 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 signifi cant relationship exists between brand orientation and consumers engagement with vendors’ social media site. Furthermore, this study found that vendors’ reputation has a signifi cant effect on (e)WoM. Importantly, this study confi 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 affi 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. © 2016, Technical University of Liberec. All rights reserved. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1006947
utb.identifier.obdid 43876112
utb.identifier.scopus 2-s2.0-85006046029
utb.identifier.wok 000393198000011
utb.source j-scopus
dc.date.accessioned 2017-07-13T14:50:24Z
dc.date.available 2017-07-13T14:50:24Z
dc.description.sponsorship IGA/FaME/2015/039, Fundación Cajamurcia
dc.description.sponsorship TBU in Zlin [IGA/FaME/2015/039]; Fundacion Cajamurcia
dc.rights Attribution-NonCommercial 4.0 International
dc.rights.uri http://creativecommons.org/licenses/by-nc/4.0/
dc.rights.access openAccess
utb.contributor.internalauthor Osakwe, Christian Nedu
utb.contributor.internalauthor Chovancová, Miloslava
utb.fulltext.affiliation Ing. Christian Nedu Osakwe Tomas Bata University in Zlin Faculty of Management and Economics Department of Management and Marketing osakwe@fame.utb.cz Henry Boateng, Ph.D. Candidate University of Technology, Sydney School of Communication Henry.Boateng@student.uts.edu.au Simona Popa, Ph.D. University of Murcia Department of Management & Finance sp.popa@um.es doc. Ing. Miloslava Chovancová, CSc. Tomas Bata University in Zlin Faculty of Management and Economics Department of Management and Marketing chovancova@fame.utb.cz Prof. Pedro Soto-Acosta, Ph.D. University of Murcia Department of Management & Finance psoto@um.es
utb.fulltext.dates -
utb.fulltext.sponsorship This work was to a degree supported by an internal grant from TBU in Zlin (IGA/FaME/2015/039) and by Fundación Cajamurcia.
Find Full text

Soubory tohoto záznamu

Zobrazit minimální záznam

Attribution-NonCommercial 4.0 International Kromě případů, kde je uvedeno jinak, licence tohoto záznamu je Attribution-NonCommercial 4.0 International