品牌遗产对社交商务网站隐私风险、品牌资产和品牌宣传的影响

IF 0.9 Q4 BUSINESS Journal of Electronic Commerce in Organizations Pub Date : 2024-07-26 DOI:10.4018/jeco.349941

Hadeel B. Al Haddad, Amjad H. Al-Amad, Sami Alsmadi, K. Hailat, M. Galib, Fadi A. T. Herzallah

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引用次数: 0

摘要

本研究运用 "刺激-组织-反应（S-O-R）理论 "研究社交商务网站的品牌传承对消费者感知隐私风险的影响，以及这种感知风险对品牌资产和品牌拥护的影响。本研究通过探索新背景（社交商务网站）下的品牌遗产，扩展了品牌遗产研究。为了验证假设，我们进行了一项在线调查，共收集到美国亚马逊用户的 321 份回复。数据采用偏最小二乘法-结构方程模型（PLS-SEM）进行分析。调查结果显示，社交商务网站的品牌传承对消费者感知到的隐私风险有显著的负面影响，而消费者感知到的隐私风险又对品牌资产和品牌拥护有显著的负面影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The Effect of Brand Heritage on Social Commerce Site Privacy Risk, Brand Equity, and Brand Advocacy

This study applies the Stimuli-Organism-Response (S-O-R) Theory to examine the impact of brand heritage of social commerce sites on consumers' perceived privacy risk, and the impact of this perceived risk on brand equity and brand advocacy. This study extends brand heritage research by exploring brand heritage in a new context (social commerce sites). To test the hypotheses, an online survey was conducted, and a total of 321 responses were collected from Amazon users in the US. The data were analyzed by using the Partial Least Squares-Structural Equation Modelling (PLS-SEM). Findings revealed that the brand heritage of social commerce sites has a significant negative influence on consumers' perceived privacy risk, which in turn has a significant negative impact on brand equity and brand advocacy.

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来源期刊

Journal of Electronic Commerce in Organizations BUSINESS-

CiteScore

4.00

自引率

17.60%

发文量

期刊介绍： The mission of the Journal of Electronic Commerce in Organizations (JECO) is to provide comprehensive coverage and understanding of the social, cultural, organizational, human, and cognitive impacts of innovative e-commerce technologies and advances on organizations around the world. These impacts include those of e-commerce on consumer behavior, as well as on organizational behavior, organizational development, and organizational management. Additionally, the journal will broaden the overall body of knowledge regarding the human aspects of e-commerce technologies and utilization in modern organizations to assist researchers and practitioners to devise more effective systems for managing the human side of e-commerce in contemporary organizations.