Impact of brand experience on brand equity for e-commerce services

Abstract

The demand for shopping is an indispensable need in life and is increasing day by day. In the context of everything applying digital transformation to the buying and selling processes, shopping on online platforms has been and is the trend of the times. Currently, the media that can connect to the internet to find product information, exchange, and purchase is no longer strange to most people in the world. From young children when they begin to have awareness of the needs of fashion, health, etc., to middle-aged or elderly users who still have the need to shop for home appliances, electronics, beauty, etc. There are many studies on consumer satisfaction when shopping on online platforms. However, for a deeper study, in this study, we will try to delve into how the customer experience for a brand that provides e-commerce services will affect the brand equity that the brand has that sign has. A comprehensive study was performed on a sizable sample classified into six distinct age groups. After meticulous screening, 498 samples demonstrate satisfactory data quality and objective feedback value. Therefore, the results of the study are more accurate, reliable, and trustworthy. These are all people who have used e-commerce services through the media. It is not too difficult to collect information from this audience when online shopping is gradually becoming the top trend. Scale testing methods include multiple linear Cronbach alpha, T-Test, and... to analyze the influence of brand experience on brand equity for shopping platforms online. The results of this study show that all variables are… To analyze the impact of brand experience on brand equity, this study mainly focuses on specific components of brand experience such as (sensory experience, emotional experience, intellectual experience, and behavioral experience). Besides, components of brand equity such as (brand awareness, brand quality, brand trust, brand association, and brand loyalty) also play an important role equally important. Both brand experience and brand equity always have a relationship and contribute to answering the question of why consumers trust and always prioritize choosing these e-commerce services over ecommerce services other than direct shopping. Thereby giving arguments for marketers to be more aware and give a positive and feasible direction when developing strategies, ecommerce services can also change, adjust and completely improve their environment for the better. They can learn and understand what will be the main reasons why consumers choose to use their platform and what factors need to be remedied for the brand experience to drive intention to use the platform to buy or shop online.