E-commerce brand
Volume: 33, Issue: 6, Pages: 1339 - 1362
Published: May 10, 2019
Abstract
Purpose The purpose of this paper is to investigate the influence of perceived brand leadership of an e-commerce website on satisfaction and repurchase intention. Moreover, the different roles of gender and age were explored in the proposed model. Design/methodology/approach An online survey was administered to Chinese consumers ( n =476) who have purchased products on e-commerce websites. Using SmartPLS 3.0 software, a partial least squares...
Paper Details
Title
E-commerce brand
Published Date
May 10, 2019
Volume
33
Issue
6
Pages
1339 - 1362
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