To be familiar or to be there? The roles of brand familiarity and social presence on web store image and online purchase intention
by Xiaoping Fan; Feng Liu; Jia Zhang
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 5, No. 3, 2013

Abstract: This study investigates the roles of both brand familiarity and social presence on web store emotional image improvement and, subsequently, on consumers' online purchase intention. We draw on the SOR paradigm to develop a between-subjects factorial design, conducted with 160 subjects. Results indicate that: 1) social presence affects both web emotional store image and purchase intention, whereas the influences of brand familiarity on these constructs are limited; 2) only entertaining dimension of store image mediates the relationship between social presence and purchase intention. This paper presents theoretical and managerial implications of these findings.

Online publication date: Sat, 05-Jul-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Marketing and Retailing (IJEMR):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com