The role of brand image of WOOK and Amazon on purchase intention, and the mediator effect of perceived value
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/38251 |
Resumo: | Young adults are a new generation of consumers, causing likes and dislikes to become daily concerns for companies. Millennials and Generation Z’s have integrated e-Commerce into their lives, a trend that the COVID-19 pandemic has largely accelerated. A massive boom in online book shopping, in a world of brand conscious choices, unveiled literature gaps. This study intended to comprehend the Brand Image of a National Online Retailer (WOOK) and an International Online Retailer (Amazon), alongside the expected mediating role of Perceived Value and moderator role of Authors’ Nationality, together with the characteristics of Portuguese Young Adults as consumers, on the Purchase Intent of books. The methodology used for this research included secondary and primary data, with a focus group and online questionnaire. Four different scenarios were randomly assigned to participants, consisting of national retailer/national author, national retailer/international author, international retailer/national author, and international retailer/international author. Overall, results revealed that Brand Image has a positive impact on Purchase Intention, and that the Brand Image of WOOK provokes higher Purchase Intentions than the Brand Image of Amazon. Additionally, results showed that Perceived Value has a positive effect on Purchase Intention and that it partially mediates the relationship between Brand Image and Purchase Intention. The moderation effect of the book Authors’ Nationality was not confirmed. This research has particularly important managerial implications to the industry, and shows the value of Portuguese brands, as companies could rethink their strategic and marketing decisions, and the way they market their brand. |
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The role of brand image of WOOK and Amazon on purchase intention, and the mediator effect of perceived valueBrand imagePerceived valuePurchase intentionOnline book retailersAuthor nationalityImagem de marcaPerceção de valorIntenção de compraRetalhistas online de livrosNacionalidade do autorDomínio/Área Científica::Ciências Sociais::Economia e GestãoYoung adults are a new generation of consumers, causing likes and dislikes to become daily concerns for companies. Millennials and Generation Z’s have integrated e-Commerce into their lives, a trend that the COVID-19 pandemic has largely accelerated. A massive boom in online book shopping, in a world of brand conscious choices, unveiled literature gaps. This study intended to comprehend the Brand Image of a National Online Retailer (WOOK) and an International Online Retailer (Amazon), alongside the expected mediating role of Perceived Value and moderator role of Authors’ Nationality, together with the characteristics of Portuguese Young Adults as consumers, on the Purchase Intent of books. The methodology used for this research included secondary and primary data, with a focus group and online questionnaire. Four different scenarios were randomly assigned to participants, consisting of national retailer/national author, national retailer/international author, international retailer/national author, and international retailer/international author. Overall, results revealed that Brand Image has a positive impact on Purchase Intention, and that the Brand Image of WOOK provokes higher Purchase Intentions than the Brand Image of Amazon. Additionally, results showed that Perceived Value has a positive effect on Purchase Intention and that it partially mediates the relationship between Brand Image and Purchase Intention. The moderation effect of the book Authors’ Nationality was not confirmed. This research has particularly important managerial implications to the industry, and shows the value of Portuguese brands, as companies could rethink their strategic and marketing decisions, and the way they market their brand.Os jovens adultos são uma nova geração de consumidores, em que gostos e não gostos se tornaram preocupações diárias das empresas. Os Millennials e a Geração Z integraram o eCommerce nas suas vidas, uma tendência que a pandemia COVID-19 acelerou largamente. Um crescimento exponencial na compra de livros online, num mundo de escolhas conscientes, revelou lacunas na literatura. Este estudo pretendeu compreender a Imagem de Marca de um Retalhista Online Nacional (WOOK) e de um Retalhista Online Internacional (Amazon), simultaneamente com o expectável papel mediador da Perceção de Valor e moderador da Nacionalidade dos Autores, em conjunto com as características dos jovens portugueses, na Intenção de Compra de livros. A metodologia utilizada incluiu dados secundários e primários, com focus group e questionário online. Quatro cenários diferentes foram atribuídos aleatoriamente aos participantes, consistindo em retalhista nacional/autor nacional, retalhista nacional/autor internacional, retalhista internacional/autor nacional e retalhista internacional/autor internacional. Globalmente, os resultados revelaram que a Imagem de Marca tem um impacto positivo na Intenção de Compra, e que a Imagem de Marca da WOOK provoca maiores Intenções de Compra do que a Imagem de Marca da Amazon. Adicionalmente, a Perceção de Valor tem um efeito positivo na Intenção de Compra e medeia parcialmente a relação entre Imagem de Marca e Intenção de Compra. O efeito moderador da Nacionalidade do Autor do livro não foi confirmado. Esta investigação tem implicações importantes para a indústria, mostrando o valor das marcas portuguesas, questionando decisões estratégicas e de marketing, e a forma como comercializam as suas marcas.Romeiro, Paulo Alexandre Mendes RamosVeritati - Repositório Institucional da Universidade Católica PortuguesaMalta, Ana Lúcia Frazão2023-01-03T01:30:50Z2022-01-252022-012022-01-25T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/38251TID:202964612enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:43:44Zoai:repositorio.ucp.pt:10400.14/38251Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:31:10.969221Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The role of brand image of WOOK and Amazon on purchase intention, and the mediator effect of perceived value |
title |
The role of brand image of WOOK and Amazon on purchase intention, and the mediator effect of perceived value |
spellingShingle |
The role of brand image of WOOK and Amazon on purchase intention, and the mediator effect of perceived value Malta, Ana Lúcia Frazão Brand image Perceived value Purchase intention Online book retailers Author nationality Imagem de marca Perceção de valor Intenção de compra Retalhistas online de livros Nacionalidade do autor Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The role of brand image of WOOK and Amazon on purchase intention, and the mediator effect of perceived value |
title_full |
The role of brand image of WOOK and Amazon on purchase intention, and the mediator effect of perceived value |
title_fullStr |
The role of brand image of WOOK and Amazon on purchase intention, and the mediator effect of perceived value |
title_full_unstemmed |
The role of brand image of WOOK and Amazon on purchase intention, and the mediator effect of perceived value |
title_sort |
The role of brand image of WOOK and Amazon on purchase intention, and the mediator effect of perceived value |
author |
Malta, Ana Lúcia Frazão |
author_facet |
Malta, Ana Lúcia Frazão |
author_role |
author |
dc.contributor.none.fl_str_mv |
Romeiro, Paulo Alexandre Mendes Ramos Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Malta, Ana Lúcia Frazão |
dc.subject.por.fl_str_mv |
Brand image Perceived value Purchase intention Online book retailers Author nationality Imagem de marca Perceção de valor Intenção de compra Retalhistas online de livros Nacionalidade do autor Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Brand image Perceived value Purchase intention Online book retailers Author nationality Imagem de marca Perceção de valor Intenção de compra Retalhistas online de livros Nacionalidade do autor Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Young adults are a new generation of consumers, causing likes and dislikes to become daily concerns for companies. Millennials and Generation Z’s have integrated e-Commerce into their lives, a trend that the COVID-19 pandemic has largely accelerated. A massive boom in online book shopping, in a world of brand conscious choices, unveiled literature gaps. This study intended to comprehend the Brand Image of a National Online Retailer (WOOK) and an International Online Retailer (Amazon), alongside the expected mediating role of Perceived Value and moderator role of Authors’ Nationality, together with the characteristics of Portuguese Young Adults as consumers, on the Purchase Intent of books. The methodology used for this research included secondary and primary data, with a focus group and online questionnaire. Four different scenarios were randomly assigned to participants, consisting of national retailer/national author, national retailer/international author, international retailer/national author, and international retailer/international author. Overall, results revealed that Brand Image has a positive impact on Purchase Intention, and that the Brand Image of WOOK provokes higher Purchase Intentions than the Brand Image of Amazon. Additionally, results showed that Perceived Value has a positive effect on Purchase Intention and that it partially mediates the relationship between Brand Image and Purchase Intention. The moderation effect of the book Authors’ Nationality was not confirmed. This research has particularly important managerial implications to the industry, and shows the value of Portuguese brands, as companies could rethink their strategic and marketing decisions, and the way they market their brand. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-01-25 2022-01 2022-01-25T00:00:00Z 2023-01-03T01:30:50Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/38251 TID:202964612 |
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http://hdl.handle.net/10400.14/38251 |
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eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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