 Impact of Purchasing Experience on Brand Loyalty Comparing Third Party and Brand Electronic Commerce SiteTakumi Kato ()
A chapter in Advances in Digital Marketing and eCommerce, 2022, pp 19-26 from Springer Abstract: Abstract As demonstrated by Nike and LVMH, some companies are withdrawing from third-party electronic commerce (EC) sites, amid concerns that these sites may cause the long-term decline of the quality of brand experience. However, very few academic studies have researched these adverse effects of third-party EC sites. Therefore, this study examines the question, “Does purchasing from the brand EC site increase loyalty compared to purchasing from a third-party EC site?” from an observational perspective. The propensity score was applied to an online survey of personal computer owners in Japan, and it was found that buyers at the brand site are more willing to repurchase than those at the third-party site. This result suggests that depending on a third-party site may benefit the manufacturer brand by a short-term increase in sales volume, but it may also lead to a decrease in long-term brand loyalty. Keywords: Brand experience; Third party EC site; Brand EC site; Personal computers (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-05728-1_3 Ordering information: This item can be ordered from DOI: 10.1007/978-3-031-05728-1_3 Access Statistics for this chapter More chapters in Springer Proceedings in Business and Economics from Springer |
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