Role of multidimensional customer brand engagement on customer behavior for online grocery shopping

被引：13

作者：

Park, JungKun ^{[1
]}

Hong, EunPyo ^{[1
]}

Ahn, Jiseon ^{[1
]}

Hyun, Hyowon ^{[1
]}

机构：

[1] Hanyang Univ Seoul, Sch Business, South Korea 222 Wangsimni Ro, Seoul 04763, South Korea

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2023年 / 73卷

关键词：

Online grocery; Multidimensional customer brand engagement; Environmental consciousness; Political ideology; Revisit intention; POLITICAL-IDEOLOGY; ENVIRONMENTAL CONCERN; EMOTIONAL ATTACHMENT; FOOD-CONSUMPTION; MECHANICAL TURK; GREEN CONSUMERS; MODERATING ROLE; ORGANIC FOOD; CONSCIOUSNESS; LOYALTY;

D O I：

10.1016/j.jretconser.2023.103380

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study aims to understand the relationship between environmental consciousness and multidimensional (i.e., cognition, affection, and activation aspects) of customer brand engagement (CBE) in relation to online grocery shopping. It also investigates the moderating effect of customer characteristics on the associations among environmental consciousness, CBE, and behavior intention. 358 Korean respondents took part in this research using an online survey to assess the impacts of multidimensional CBE for online grocery. The outcomes reveal that environmental consciousness positively influences cognition and activation aspects of CBE. Additionally, activation, affection, and cognition aspects of CBE positively affect behavioral intention. Multi-group analysis is performed to identify the difference among customers in low and high customer characteristics. In addition, by demonstrating a role for CBE, this study adds to the existing literature on online grocery. Furthermore, the outcomes of this research provide direction for building marketing strategies for online groceries for marketers and practitioners.

引用

页数：11

共 142 条

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