Understanding cosmopolitan consumers’ repeat purchasing in the emarketplace: contribution from a brand orientation theoretical perspective

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dc.contributor.author Osakwe, Christian Nedu
dc.contributor.author Boateng, Henry
dc.contributor.author Popa, Simona
dc.contributor.author Chovancová, Miloslava
dc.contributor.author Soto-Acosta, Pedro
dc.contributor.other Ekonomická fakulta cs
dc.date.accessioned 2016-12-05
dc.date.available 2016-12-05
dc.date.issued 2016-12-05
dc.identifier.issn 1212-3609
dc.identifier.uri https://dspace.tul.cz/handle/15240/19275
dc.description.abstract As this scientific 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 findings showed that a positive and significant relationship exists between brand orientation and consumers engagement with vendors’ social media site. Furthermore, this study found that vendors’ reputation has a significant effect on (e)WoM. Importantly, this study confirmed the substantial effect of (e)WoM on repurchase intentions. These findings 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 affinity 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 findings of the research will assist the online retail vendor in its execution of (robust) customer friendly policies. en
dc.format.extent 149-166 s. cs
dc.language.iso en
dc.publisher Technická Univerzita v Liberci cs
dc.publisher Technical university of Liberec, Czech Republic en
dc.relation.ispartof Ekonomie a Management cs
dc.relation.ispartof Economics and Management en
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dc.rights CC BY-NC
dc.subject social media engagement en
dc.subject (e)vendor reputation en
dc.subject brand orientation en
dc.subject (e)WoM en
dc.subject repurchase intentio en
dc.subject.classification L81
dc.subject.classification M30
dc.subject.classification M31
dc.subject.classification O33
dc.title Understanding cosmopolitan consumers’ repeat purchasing in the emarketplace: contribution from a brand orientation theoretical perspective en
dc.type Article en
dc.publisher.abbreviation TUL
dc.relation.isrefereed true
dc.identifier.doi 10.15240/tul/001/2016-4-011
dc.identifier.eissn 2336-5604
local.relation.volume 19
local.relation.issue 4
local.relation.abbreviation E&M en
local.relation.abbreviation E+M cs
local.faculty Faculty of Economics
local.citation.spage 149
local.citation.epage 166
local.access open
local.fulltext yes


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