The Influence Of Brand Trust, Brand Association, Brand Loyalty And Brand Equity In Cyberspace: Moderating Effect Of Online Purchase Frequency

• Main Author: Lim , Ying San
• Format: Thesis
• Language: English
• Published: 2016
• Subjects: HD28-70 Management. Industrial Management
• Online Access: http://eprints.usm.my/31562/1/LIM_YING_SAN_24.pdf; http://eprints.usm.my/31562/

Ekuiti jenama (brand equity) in ruang siber semakin penting dalam persekitaran ruang siber yang ada banyak persaingan. Pelanggan lebih bersedia untuk mengulangi pembelian, membayar lebih untuk barang yang sama nilai dan qualiti serta mengwujudkan hubungan yang baik dan kekal dengan penjual yang ada ekuiti jenama yang lebih tinggi. Denggan ini, tujuan kajian ini adalah untuk mengenalpasti kepentingan kepercayaan jenama (brand trust), persatuan jenama ( brand association ), kesetiaan jenama (brand loyalty) dalam mempengaruhi pembentukan ekuiti jenama di dalam ruang siber. 424 data telah dikumpul daripada Generasi Y melalui soal selidik dan dianalisis dengan menggunakan Structural Equation Model (SEM). Hasil daripada kajian ini menunjukkan bahawa kepercayaan dispositional (dispositional trust) akan mempengaruhi kepercayaan berasaskan sistem (System based trust) dan kepercayaan berasaskan sistem seterusnya akan mempengaruhi kepercayaan jenama atas talian. Kepercayaan jenama atas talian yang terbentuk pula akan seterusnya mempengaruhi pembentukan ekuiti jenama atas talian bersama-sama dengan persatuan jenama atas talian dan kesetiaan jenama. Brand equity in cyberspace is getting important in the competitive cyberspace environment. Consumers are more willing to repeat the purchase, to pay more for the same value of quality and to create a long term relationship with the sellers who have higher brand equity. The purpose of this study is to identify the influence of brand trust, brand association, brand loyalty in influencing the brand equity in the cyberspace. In total, 424 data were collected by using self-administrated questionnaire among Generation Y. The data were analysed by using Structural Equation Model (SEM). The result of the study showed that dispositional trust will affect system based trust and system based trust influence online brand trust. Online brand trust, online brand association and online brand loyalty will influence online brand equity. However, the influence of online brand association on online brand equity is negative. The result indicated that brand trust is the most influential factor influencing brand equity online.