Understanding cosmopolitan consumers´ repeat purchasing in the eMarketpalce: contribution from a brand orientation theoretical perspective

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dc.contributor.authorNedu Osakwe, Christian
dc.contributor.authorBoateng, Henry
dc.contributor.authorPopa, Simona
dc.contributor.authorChovancová, Miloslava
dc.contributor.authorSoto-Acosta, Pedro
dc.date.accessioned2016-12-15T06:44:09Z
dc.date.available2016-12-15T06:44:09Z
dc.date.issued2016
dc.description.abstract-translatedAs 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.en
dc.format18 s.cs
dc.format.mimetypeapplication/pdf
dc.identifier.citationE+M. Ekonomie a Management = Economics and Management. 2016, č. 4, s. 149-166.cs
dc.identifier.doi10.15240/tul/001/2016-4-011
dc.identifier.doidx.doi.org/10.15240/tul/001/2016-4-011
dc.identifier.issn1212-3609 (Print)
dc.identifier.issn2336-5604 (Online)
dc.identifier.urihttp://hdl.handle.net/11025/22061
dc.language.isoenen
dc.publisherTechnická univerzita v Libercics
dc.relation.ispartofseriesE+M. Ekonomie a Management = Economics and Managementcs
dc.rights© Technická univerzita v Libercics
dc.rightsCC BY-NC 4.0cs
dc.rights.accessopenAccessen
dc.subjectsociální angažovanost mediícs
dc.subjectpověstcs
dc.subjectznačkacs
dc.subject(e)WoMcs
dc.subjectodkupcs
dc.subject.translatedsocial media engagementen
dc.subject.translatedreputationen
dc.subject.translatedbranden
dc.subject.translated(e)WoMen
dc.subject.translatedrepurchaseen
dc.titleUnderstanding cosmopolitan consumers´ repeat purchasing in the eMarketpalce: contribution from a brand orientation theoretical perspectiveen
dc.typečlánekcs
dc.typearticleen
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen

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