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To be familiar or to be there? The roles of brand familiarity and social presence on web store image and online purchase intention

Author

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  • Xiaoping Fan
  • Feng Liu
  • Jia Zhang

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.

Suggested Citation

  • Xiaoping Fan & Feng Liu & Jia Zhang, 2013. "To be familiar or to be there? The roles of brand familiarity and social presence on web store image and online purchase intention," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 5(3), pages 199-221.
    • Handle: RePEc:ids:ijemre:v:5:y:2013:i:3:p:199-221
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    Cited by:

    1. Pantano, Eleonora & Viassone, Milena, 2015. "Engaging consumers on new integrated multichannel retail settings: Challenges for retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 25(C), pages 106-114.
    2. Sajad Rezaei & Wan Khairuzzaman Wan Ismail, 2014. "Examining online channel selection behaviour among social media shoppers: a PLS analysis," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 6(1), pages 28-51.

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