Název:	Understanding cosmopolitan consumers´ repeat purchasing in the eMarketpalce: contribution from a brand orientation theoretical perspective
Autoři:	Nedu Osakwe, Christian Boateng, Henry Popa, Simona Chovancová, Miloslava Soto-Acosta, Pedro
Citace zdrojového dokumentu:	E+M. Ekonomie a Management = Economics and Management. 2016, č. 4, s. 149-166.
Datum vydání:	2016
Nakladatel:	Technická univerzita v Liberci
Typ dokumentu:	článek article
URI:	http://hdl.handle.net/11025/22061
ISSN:	1212-3609 (Print) 2336-5604 (Online)
Klíčová slova:	sociální angažovanost medií;pověst;značka;(e)WoM;odkup
Klíčová slova v dalším jazyce:	social media engagement;reputation;brand;(e)WoM;repurchase
Abstrakt v dalším jazyce:	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.
Práva:	© Technická univerzita v Liberci CC BY-NC 4.0
Vyskytuje se v kolekcích:	Číslo 4 (2016) Číslo 4 (2016)

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