Study on the influencing of B2B parasocial relationship on repeat purchase intention in the online purchasing environment: An empirical study of B2B E-commerce platform

被引:63
作者
Yuan, Chunlin [1 ]
Moon, Hakil [2 ]
Wang, Shuman [3 ]
Yu, Xiaolei [3 ]
Kim, Kyung Hoon [4 ]
机构
[1] Henan Univ, Business Management Inst, Business Sch, Kaifeng City, Henan, Peoples R China
[2] Eastern Michigan Univ, Coll Business, Dept Mkt, 300 West Michigan Ave, Ypsilanti, MI 48197 USA
[3] Henan Univ, Business Management Inst, Business Sch, Hanan Univ, Kaifeng City, Henan, Peoples R China
[4] Changwon Natl Univ, Dept Business Adm, Chang Won, South Korea
基金
中国博士后科学基金; 中国国家自然科学基金;
关键词
Entrepreneur endorser; B2B parasocial relationship; Repeat purchase intention; B2B marketing; Network business model; WORD-OF-MOUTH; SERVICE QUALITY; PERCEIVED VALUE; MODERATING ROLE; ENDORSEMENT; TRUST; BRAND; INFORMATION; PERFORMANCE; ENTREPRENEURSHIP;
D O I
10.1016/j.indmarman.2020.11.008
中图分类号
F [经济];
学科分类号
02 ;
摘要
With the meteoric progress of digital technology and the advent of network economy, there has been increasing interest in the business model of purchasing with B2B network among B2B e-commerce platforms and customer firms. Based on the perspective of parasocial relationship and dual-process theory, this study constructs a model of cognitive and emotional influences on customer firms' behavior, and analyzes the influence of features of entrepreneur endorser and online purchasing platform on B2B parasocial relationship, and how this relationship can affect repeat purchase intention. Furthermore, this paper examines the moderating effect of trust in the relationship between B2B parasocial relationship and repeat purchase intention. Findings indicate that perceived interactivity and trustworthiness of entrepreneur endorser and the service and product quality of online purchasing platform have a positive impact on B2B parasocial relationship. B2B parasocial relationship has a significant and positive impact on repeat purchase intention, while trust moderates the relationship between B2B parasocial relationship and repeat purchase intention.
引用
收藏
页码:101 / 110
页数:10
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