The Impact of Brand Equity, E-Brand Experience, and Web Entertainment Toward E-Satisfaction and E-Loyalty on Marketplace

Q3 Computer Science International Journal of Electronic Commerce Studies Pub Date : 2023-03-19 DOI:10.7903/ijecs.2158

Cindy Florencia Yohandra Suthianto

{"title":"The Impact of Brand Equity, E-Brand Experience, and Web Entertainment Toward E-Satisfaction and E-Loyalty on Marketplace","authors":"Cindy Florencia Yohandra Suthianto","doi":"10.7903/ijecs.2158","DOIUrl":null,"url":null,"abstract":"The recent internet development and technology have changed people's perspectives of online shopping. Not only consumers only use the marketplace to purchase but also to compare price, quality, benefit, features, or after-sales services that a company provides. This research aims to determine the effect of brand equity, e-brand experience, and web entertainment on consumer satisfaction and loyalty. This quantitative study uses the Structural Equation Model method, data processing, and analysis using SPSS 24 and Lisrel 88 software. The respondents in this research are 207 millennial generations in Indonesia and have filled out questionnaires distributed online through Google Forms. The result of this study indicates that perceived quality, brand association, e-brand experience, and web entertainment variables affect the e-satisfaction variable. E-satisfaction variable has a substantial impact on the e-loyalty variable in the marketplace. In contrast, the brand awareness variable does not affect the e-satisfaction variable. The managerial implication given from this research to marketplace management in Indonesia is to improve the quality, level of entertainment, and performance of the marketplace to increase consumer satisfaction. This consumer satisfaction will increase consumer loyalty to the market they use.","PeriodicalId":38305,"journal":{"name":"International Journal of Electronic Commerce Studies","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2023-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Electronic Commerce Studies","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.7903/ijecs.2158","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Computer Science","Score":null,"Total":0}

引用次数: 0

Abstract

The recent internet development and technology have changed people's perspectives of online shopping. Not only consumers only use the marketplace to purchase but also to compare price, quality, benefit, features, or after-sales services that a company provides. This research aims to determine the effect of brand equity, e-brand experience, and web entertainment on consumer satisfaction and loyalty. This quantitative study uses the Structural Equation Model method, data processing, and analysis using SPSS 24 and Lisrel 88 software. The respondents in this research are 207 millennial generations in Indonesia and have filled out questionnaires distributed online through Google Forms. The result of this study indicates that perceived quality, brand association, e-brand experience, and web entertainment variables affect the e-satisfaction variable. E-satisfaction variable has a substantial impact on the e-loyalty variable in the marketplace. In contrast, the brand awareness variable does not affect the e-satisfaction variable. The managerial implication given from this research to marketplace management in Indonesia is to improve the quality, level of entertainment, and performance of the marketplace to increase consumer satisfaction. This consumer satisfaction will increase consumer loyalty to the market they use.

查看原文

微信好友朋友圈 QQ好友复制链接

本刊更多论文

品牌资产、电子品牌体验和网络娱乐对市场上电子满意度和电子忠诚度的影响

最近互联网的发展和技术改变了人们对网上购物的看法。消费者不仅使用市场来购买，而且还比较公司提供的价格、质量、利益、功能或售后服务。本研究旨在探讨品牌资产、线上品牌体验及网络娱乐对消费者满意度及忠诚度的影响。本定量研究采用结构方程模型方法，数据处理，分析使用SPSS 24和Lisrel 88软件。本研究的受访者是印度尼西亚的207名千禧一代，他们填写了通过谷歌Forms在线分发的调查问卷。本研究结果显示，感知品质、品牌联想、网络品牌体验和网络娱乐变量影响网络满意度变量。在市场中，电子满意度变量对电子忠诚变量有实质性的影响。相反，品牌意识变量不影响电子满意度变量。本研究对印尼市场管理的管理意义在于提高市场的质量、娱乐水平和表现，以提高消费者满意度。这种消费者满意度会增加消费者对他们所使用的市场的忠诚度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文去求助

来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.