The effect of perceived

The effect of perceived

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 (n¼476) who have purchased products on e-commerce websites.

Using Smart PLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in this study.

Findings – The results showed that all factors of perceived brand leadership (i.e. quality, value, innovativeness and popularity) have positive influences on satisfaction, and in turn satisfaction significantly affects repurchase intention.

Also, value and popularity have positive influences on repurchase intention.

In addition, gender differences were found in the proposed model.

More specifically, the influence of quality on satisfaction was stronger for male consumers, while the impact of popularity on satisfaction was stronger for female.

In terms of age differences, the influence of quality on satisfaction was stronger for the consumers over 40 years old as compared to the younger consumers (i.e. the 20s).

Moreover, the influence of innovativeness on satisfaction and repurchase intention was stronger for the 20s consumers as compared to the consumers who are over 40 years old.

Originality/value – This study attempts to apply the concept of brand leadership to the e-commerce setting by addressing differential consumption decision-making process.

In addition, different gender and age groups reveal unique preferences and consumption patterns.

Discussion

The primary purpose of this study was to investigate the influence of perceived brand leadership of an e-commerce website on satisfaction and repurchase intention based on CAPS (Mischel and Shoda, 1995) and ECT (Oliver, 1980).

It further aimed to explore the

different roles of gender and age in the relationships between perceived brand leadership of an e-commerce website on satisfaction and repurchase intention.

This study first applied the concept of brand leadership into the e-commerce setting and examined consumers’ perception of e-commerce brand on their satisfaction and repurchase intention.

According to the results, all dimensions of brand leadership were found to have positive influences on satisfaction.

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