Beruflich Dokumente
Kultur Dokumente
Hong-Youl Ha
Hong-Youl Ha is a doctoral candidate of marketing at Manchester Business School in the
UK. He is an active researcher and is very interested in consumer behavior, services and
pricing in the online environment. His work has been published in the Journal of
Computer-Mediated Communication, the Journal of Product and Brand Management,
the Marketing Review, the Journal of Consumer Behavior, the Journal of Strategic
Marketing, International Journal of Consumer Studies, and the Journal of Current Issue
& Research in Advertising.
Helen Perks
Helen Perks is a senior lecturer of marketing at Manchester Business School. Helen's
research interests lie in two domains: New Product and Service Development and Inter-
organisational Relations. She regularly publishes in international journals such as
Industrial Marketing Management, Journal of Product Innovation Management and the
International Journal of Innovation Management.
Abstract
Creating a customer experience that is synonymous with a particular (website) brand is becoming
increasingly recognised as a vital driver of e-performancc. E-tailors are just as likely to try to
influence consumers' shopping behaviour, through atmospherics ami service, as brick-arid-mortar
stores. This study investigates several questions that have been left unanswered in recent studies
of consumer behaviour in the context of internet-based marketing. Its focus lies in addressing the
issue ofivhether there is a direct relationship between brand experience and brand trust or whether
there is an indirect relationship via satisfaction or brand familiarity. The results of an empnricat
Keywords: study of e-consumer behaviour show that brand trust is achieved through the following
Brand experience, dimensions operating and interrelating as antecedent constructs: first, various brand experiences
familiarily, and the search for information, secondly, a high level of brand familiarity, and thirdly, customer
satisfaction, brand satisfaction based on cognitive and emotional factors. These findings should assist marketers and
trust, e-taiior, e- academics in their understanding of the development of brand trust in an internet-based
consumer behaviour environment. Copyright 2005 John Wiley & Sons, Ltd.
Hong-Youl Ha
Manchester School of
Management,
Manchester. M60
1QD, UK
INTRODUCTION mechanisms (Levy and Weitz, 2001).
7"e/;+44 (0)161 200
3465/3460 Purchasing via the internet is one of the Indeed, Forrester Research (1999)
e-mail: youl1227 most rapidly growing forms of shopping, estimates that more than 17 million
©hotmail.com;
h.perks@manchester. with sales growth rates that outpace households shopped online in 1999 and
ac.uk buying through traditional retailing about 49 million will do so in 2004. The
average online spending by each of these Research into the relationship between
households was US$1,167 in 1999 and is brand familiarity, satisfaction and brand
estimated to be USS3,738 in 2004. This trust and the consumer's brand
environment is leading to the rapid experience in e-commerce has remained
market entry of new experience brands, limited, both in terms of the actual
developed through the innovative use of number of studies undertaken as well as
web technology (Keeney, 1999), and in the scope of these studies. The authors
leading to an increasing variety of suggest that an investigation of the
consumer experiences. Marketers are relationship between these constructs is
demanding knowledge of consumer important in order to understand
behaviour in this environment and this is e-consumers' perceptions in the context
fuelling the research challenge of a more of purchases. In particular, it has been
in-depth understanding and empirical posited that the internet experience
investigation of such e-consumer should be studied as a moderator
behaviour. variable, because this variable has been
A body of research is responding to shown to affect both consumers'
this challenge. In particular, there has perceptions of websites (Bruner and
been pronounced interest in the role that Kumar, 2000) and consumer behaviour
brand trust plays in e-consumer in electronic markets (Liang and Huang,
behaviour. A number of researchers have 1998). Furthern^ore, there is some
shown that brand trust is a critical factor evidence that brand trust may be
in stimulating purchases over the positively related to satisfaction and
internet (Quelch and Klein, 1996; Corbitt customer experience (Papadopoulou
et al. 2003). Keen (1997) argues that the ei al, 2001; Urban et al, 2000). Despite
most significant long-term barrier to these advances, the exact relationship
realising the potential of internet between brand experience, brand
marketing for consumers was the lack of familiarity, satisfaction and brand trust
trust in merchants' honesty and in their in e-commerce has remained unclear.
competence to fill internet orders. It Specifically, one crucial question has
appears that brand trust does not simply been left unanswered: Is there a direct
act as a trigger, but is based on a positive relationship between brand experience
consumer experience, with a particular and brand trust, or is there an indirect
website for example. Furthermore, the relationship via satisfaction or brand
experience plays a crucial role in familiarity?
improving brand familiarity, satisfaction This study attempts to answer this
and ultimately brand trust. It appears question. The authors propose a model
that brand experience is the preliminary that describes the relationship between
condition to consuniers' e-commerce satisfaction, brand trust and brand
participation. familiarity, taking into account and
Brand trust also has been studied in exploring the effect of brand experience.
relationship to brand satisfaction. Since consumers' experiences play a
During the past decade, both crucial role in building a long-term
marketing academics and practitioners successful business on the web, it is
have been intrigued by the relationship posited that their experiences may have a
between consumer satisfaction and critical influence on brand trust. In
brand trust (Shankar et al, 2000; particular, the authors believe that brand
Garbarino and Johnson, 1999; Shemwell experience may act as an antecedent of
el al, 1998; Johnson and Auh, 1998; relationships between brand familiarity,
Doney and Cannon, 1997). Most of satisfaction and brand trust; however, it
these studies, however, have focused is the interrelationships between these
on the outcomes of individual constructs which are of particular
satisfaction. interest.
Journal of Consumer Behaviour vol. 4, 6,438-452 Copyright < 2(K)5John Wiley&Sons, Ltd. 1472-0817 439
Honq-Youl Ha and Helen Perks
440 Journal of Consumer Behaviour Vol. 4, 6,438-452 Copyright i200'ijohnWiiey& Sons, Ltd. 1472-0817
Effects of consumer perceptions of brand experience on the web
Journal of Consumer Behaviour vol. 4, 6, 438-452 Copyright r 2005JohnWUey& Sons, Ltd. 1472-0817 441
Honq-Youl Ha and Helen Perks
442 Journal of Consumer BehavlourVol.4, 6, 438-452 Copyright < 200'; John WUcy & Sons, Ltd. 1472-0817
.Effects of consumer DerceDtions of brand exoerience on the web
Journal of Consumer Behaviour vol. 4, 6,438-452 copyrijiht * 200s John Wilcy & Sons, Ltd. 1472-0817 443
Honq-Youl Ha and Heien Perks
Figure 1: Conceptual model depicting the relationships between web brand experience, brand
familiarity, satisfaction and brand trust
collected by use of e-mail on the internet. Korea. These covered the categories of
It has been suggested that, in order to bookstores, Abata malls (a popular
understand e-consumer behaviour or web-chatting site focusing on the
perceptions, marketing research through customer's own unique characteristics
the internet may be a more useful method and tastes, which assists customers who
than questionnaire interviews or an want to purchase items such as a
experimental method offline hairstyle, t-shirt, trousers etc), CD malls
(Grossnickle and Raskin, 2001). The and web travel agencies. This selection
authors are aware that current research gave variation in the dimensions of
has identified two key limitations, brand experience and relationship.
unique to e-mail, that must be considered Furthermore, these industrial categories
when planning an e-mail survey. First, are relevant for testing a customer-web
unsolicited surveys may be considered retailer relationship because they are
aggressive by respondents, and not in broadly accessed by many users (Van
keeping with the internet culture (Mehta Dolen and de Ruyter, 2002) and globally
and Sivadas, 1995; Sheehan and Hoy, compete on the web to keep loyal
1999). Minimising a perception of customers. Their broad popularity also
intrusiveness should help to address this meant most web consumers had
problem (Schillewaert ct al, 1998) and purchased from and enjoyed these
this approach was adopted in this websites. This facilitated the search for
survey. Secondly, the changing nature respondents with the appropriate
of the internet suggests it is possible that background for the survey.
e-mail addresses may become out- Within these categories, yes24.com,
of-date fairly quickly (Smith, 1997). daum.net, interpark.com and
Addressing this issue early on prepared hanaro.co.kr represent leading websites
the authors for dealing with delivery and formed the key websites
failures. This research method has the investigated. Other websites were also
advantage that it can offer statisfically included in the study. Details of the
significant data at low cost (Kim, 2001; sample of websites are given in Table 1.
Johnson, 2001; Ranchhod and Zhou, The choice of these websites was further
2001). Furthermore, all e-mail validated on the basis of a pre-test carried
communications have a date, time and out on 17 postgraduate students from a
address, allow^ing researchers to contact large north-west UK university who
the subjects and return partially were familiar with navigating the web.
completed questionnaires. It also The pre-test was used for the traditional
benefits from time efficiencies over assessment of validity and
postage, envelope stuffing and printing. comprehension and to determine if the
The survey was designed to include a directions for completing the survey
number of different websites in South were clear, as well as to assess response
444 Journai of Consumer Behaviourvol.4,6,438-452 Copynsln i 2()()5.1ohn Wiley & sons, Ltd. 1472-0817
Effects of consumer perceptions of brand experience on the web
Journal of Consumer Behaviourvoi. 4, 6,438-452 copyright '• zoo's John Wiley & Sons. Ltd. 1472-0817 445
Honq-Youl Ha and Helen Perks
Table 3 Results of the factor analysis for the Table 5 A model fit for examining the
divisibility dimension hypotheses
446 Journal of Consumer Behaviourvoi. 4,6,438-452 Copyright r 2005John wuey &Sons, Ud. 1472-0817
Effects of consumer DerceDtions of brand exDerience on the web
Table 6 Final path models of consumer perceptions of brand experience on the web: Structural parameter
estimates (n = 203)
Final model
Path Hypothesis Coefficient t-value R^
Notes: The standardised parameters are shown as * and **; parameters are significant at a confidence level
of * p < 0.05 and * * p < 0.01.
Based on the above models, the familiarity towards the website. Internet
ultimate model is as follows. technology is providing a new kind of
interest to consumers, attracting new
BTU - bO + bl (EXP) + b2 (EXP * SAT) customers, offering a diversity of cookies
+ b3 (EXP* FAM* SAT) to existing customers and inducing a
positive customer experience of fhe
(4) websife.
For managers, this finding implies that
DISCUSSION AND MANAGERIAL website marketers should monitor
IMPLICATIONS customer interests, provide continuous
The objective of this study was to cookies and foster communities where
investigate whether there is a direct customers can share fheir experiences.
relationship between brand experience For example, customers of Abata malls
and brand trust or whether there is an expect continuous information on new
indirect relationship via satisfaction or fashions. They are very interested in the
brand familiarity. The findings show that type of information thaf enables fhem fo
a variety of brand experiences increase buy clothes or accessories tailored to
familiarity wifh the brand. The result is mafch their tastes. The virtual
closely related to the Forrester's Report experience, involving an individual
(1999) results, whereby it was found that interacting with a 3-D computer
90 per cent of all online shoppers simulation in e-commerce, is another
consider good customer experience to be example of an enhanced experience for
the critical factor when choosing a fhe customer (Li et al, 2001). Investment
favourable website from which to make in community-building infrastructure
purchases. Puf simply, improving a (such as chaf rooms, bulletin boards and
customer's experience leads to greater inferacfive evenfs) is also likely to
Figure 2: The final model of consumer perceptions of brand experience for the hypotheses
Wotes; The standardised parameters are shown as* a n d * * ; parameters are significant at a confidence level
of *p < 0.05 and **p < 0.01. Items in brackets are t-values.
Journal of Consumer Behaviourvol. 4,6,438-452 Copyright r 2005 John Wiley & Sons, Ltd. 1472-0817 447
Honq-Youl Ha and Helen Perks
support the range and diversity of brand Results show that only experience has a
experiences. direct influence on brand trust, however,
The findings also show that brand this may be partially mediated via
experience significantly affects customer familiarity. Thus, this study also shows
satisfaction. In particular, customers that the two constructs have different
showed a high level of satisfaction with consequences. The findings also show
the pricing offered, based on various that increasing customer brand
cookies; however, inexpensive pricing familiarity affects customer satisfaction.
does not satisfy all customers. A In other words, increasing the number of
customer who has experienced high positive experiences increases customer
involvement products or services, such brand familiarity and directly affects
as travel, might focus on the quality customer satisfaction. Particularly,
rather than the satisfaction of low increasing experiences associated with
pricing. This finding has implications for purchase and then increasing brand
managerial action. It suggests that familiarity affected all of the customers'
marketers must improve the quality of cognitive and emotional factors. This
customer experiences and invest much finding implies that brand familiarity
more to offer optimal cookies. Amazon's affects customers' perceived
'customer recommendation' content performance positively and improves
page, which provides customised customer impressions with regard to the
information based on a customer's purchase situation facing them.
previous 'click' experiences, offers a For managers, this finding suggests
leading example. If cookies do not match that they must understand the context
a customer's current tastes and interests and the marketing environment of their
exactly, the customer may ignore the customers. Even satisfied customers
recommendation and perceive the with a high level of brand familiarity may
experience to be poor. Managers should change their cognitive and emotional
be aware that this might damage the factors due to contextual or situational
customer relationship, ultimately changes. Managers should make efforts
resulting in customer defection and to monitor the customer environment as
decreased profitability. part of their on-going brand trust-
Brand experience significantly affects building strategy. This would help to
brand trust. Although many web brands predict and ultimately to avoid the
are making an effort to improve their dangers of customer defection to
brand trust, just a few possess the competitive brands.
advantages of having leading brands. Finally, customer satisfaction shows a
Consumers' brand experiences for such significant impact on brand trust. The
brands appear to have much more authors' viewpoint is that brand
weight. This result implies that managers satisfaction on its own cannot affect
should cultivate customers to build a brand trust. This study implies that
strong brand on the basis of positive brand trust is developed due to the
customer experiences. For example, a following: first, various brand
free demo version of a game might result experiences and the search for
in positive w^ord-of-mouth information, secondly, a high level of
communication to the player's friends or brand familiarity, and thirdly, customer
colleagues who might decide to purchase satisfaction based on cognitive and
the full-version game. emotional factors. All of these factors
As mentioned earlier, the two terms, greatly affect the solidity of the
brand experience and brand familiarity, relationship between a customer and a
are often used interchangeably, but this brand. A trusting custoiner is one with a
study distinguishes between the high level of brand preference and there
constructs of experience and familiarity. is ultimately a good possibility of
448 Journal of Consumer Behaviour vol. 4, s. 438-452 copyright. 2()0'> John Wiiey & sons, Ltd. 1472-0817
Effects of consumer perceptions of brand experience on the web
Exogenous constructs
Brand experience: I often like to participate in the community of the bookstore.
I participate in a special event offered on the site.
The variety of visual displays in the site is more interesting than other sites.
Cookies that are supplied in this site usually fascinate me.
Offering reasonable prices is very important on the web.
Endogenous constructs
Brand familiarity: The brand gives me a feeling of goodwill.
1 am always aware of the brand on the web.
The site has a good reputation.
Navigation at the site makes me feel comfortable.
Satisfaction: I am satisfied with my decision to purchase from the website.
1 enjoy visiting this site.
I recommend the services of the site to friends or colleagues.
Providing unexpected service sometimes impresses me deeply.
Brand trust: The preference for purchases at this site is consistently high.
The privacy of my information is secure on this site.
I trust the brand whenever I visit the site.
I will keep an ongoing relationship with the brand.
Note: All are five-point scales ranging from 1 ('strongly disagree') to 5 ('strongly agree').
converting a trusting customer into a n:\arkets. The results of this study can
loyal customer. help marketers better understand the
This finding implies that marketers brand trust process by drawing attention
should maintain an ongoing relationship to each building block.
with customers and develop and foster
advocates or loyal customers through LIMITATIONS AND FUTURE RESEARCH
segmented programmes and through While this research offers insights into
good feedback with their customers. For the consumer's perception process for
example, managers should provide generating brand trust on the web, it is
facilities where the customer can display not without limitations. Customer
satisfaction, thereby giving an important experience, familiarity, satisfaction and
indicator of how the overall e-service brand trust often undergo changes over
experience is going and providing the time and the temporal nature of
website brand owner with a clear view of consumer e-behaviour was not
how the customer is likely to assess the accounted for in this study. Indeed, few
website's performance. Furthermore, a researchers have investigated potential
customer's displayed satisfaction can changes in customer satisfaction and
serve as an important discriminating cue preference over time (Mittal et al, 2001;
enabling contact e-employees to enhance Severin et al, 2001; Sultan and Henrichs,
their own perfonnance. 2000). The authors suggest that future
Based on these results, it is suggested research could adopt a longitudinal
finally that, although e-satisfaction has perspective and examine the changing
an impact on e-loyalty (Anderson and nature over time of the brand dimension
Srinivasan, 2003), this relationship relationships identified in this study.
should be moderated by the levels of Further research also could make
consumers' individual factors, such as developments towards the construction
their cumulative experience, familiarity of a theoretical framework of cognitive/
and trust. Competitors are only a mouse emotional behaviour effects according to
click away in e-commerce settings, so it is various brand experiences.
critical that managers understand how to Although this research did not adopt a
build customer experience in online wide sampling of various kinds of web
Journal of Consumer Behaviourvoi. 4, 6,438-4S2 Copyright x 2005 John Wiley & sons, ud. 1472-0817 449
Hong-Youl Ha and Helen Perks
cafegories, fhe web categories chosen Bruner II, G. C. and Kumar, A. (2000) 'Web commercials
for this sfudy represent some of fhe and advertising hierarehy-of-effects'. Journal of
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Chen,Q. and Wells, W. D. (1999) 'Attitude toward the site',
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mighf underfake an in-depth study fo Cheskin Research (1999) The eConvnerce Trust Study,
compare bofh high invoivemenf Cheskin Research and Studio Archetype/Sapient,
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