The influence of online retail/service brand equity and effect of country of origin on e-marketplace patronage intention
by Kwanrudee Prachaseree; Norzieiriani Ahmad; Normalisa Md Isa
International Journal of Electronic Business (IJEB), Vol. 18, No. 1, 2023

Abstract: E-marketplaces are estimated as the primary online shopping channel in Thailand; however, the local e-marketplaces cannot compete with foreign competitors. Besides, Thai online shoppers prefer to shop from cross-border websites. Brand equity can strengthen traditional retailers' patronage intention. However, the brand equity concept, which is particular for online retailers, may be more suitable for strengthening the e-marketplaces of the country. Also, studies on the effect of country of origin (COO) on online retailers in terms of foreignness are limited. Therefore, the study aims to investigate the e-marketplace patronage intention of Thai online shoppers by utilising the extended theory of reasoned action (TRA), with online retail/service (ORS) brand equity as an independent variable and the effect of COO as a moderator variable. The findings reveal that all of the independent variables are positively significant with e-marketplace patronage intention except the effect of COO. The relationship between attitude towards behaviour and the e-marketplace patronage intention is negatively moderated by the effect of COO.

Online publication date: Wed, 07-Dec-2022

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