期刊
JOURNAL OF RETAILING AND CONSUMER SERVICES
卷 41, 期 -, 页码 101-111出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2017.12.004
关键词
Online retail; Brand value; Hope; Trust; Commitment; Satisfaction; Goal attainment
类别
This research examines the role of consumer hope in explaining the impact of perceived brand value on customer-brand relationship outcomes in the context of online retailing. We scrutinise the moderating impact of customer goal attainment on the relationship between consumer hope and customer-brand relationship outcomes. Data were collected from 418 online shoppers. The results indicate that three dimensions of brand value had a positive impact on consumer hope. Consumer hope was also positively related to customer-brand relationship outcome variables and the moderating role of customer goal attainment was supported. Theoretically, this model highlights the important role that hope can play in a customer-brand relationship in an online retail environment.
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