A Sequential serial mediation model of brand image, customer experience and smart in-store technology application on repurchase intention: The case of a counter-brand skincare products
Keywords:
smart in-store technology adoption, customer experience, repurchase intentionAbstract
The purpose of this study was to analyze the sequential serial mediation model of brand image and customer experience and the adoption of smart in-store technologies to determine the impact of perceived usefulness and ease of use on the desire to repurchase intention skincare products from another brand. A total of 250 online surveys were conducted using random sampling. Qualified respondents were selected as well as 194 questionnaires being returned for analysis. The statistical software and advanced statistical software were used to analyze and interpret data. The statistics used were the descriptive statistics, which consisted of percentage, mean, and standard deviation and the inferential statistics, which consisted of sequential serial mediation model were examined. The results of the study found that neither ease of use nor perceived usefulness were strongly related to the intention to repurchase cosmetic and counter brand products. Similarly, the results found that there was no significant positive relationship between the use of smart in-store technologies (reported ease of use and perceived usefulness) and repurchase intention when brand image was used as a mediator. Moreover, the results of this study found that customer experiences played a critical role in the interaction between in-store technology adoption and repurchase intention. Lastly, this study found that a sequential serial mediation effected among ease of use, perceived usefulness, and repurchase intention for cosmetic and counter brands. As a result, this work provides both theoretical and managerial implications for improving the customer experiences in omnichannel marketing and retailing.
References
Ajibade, P. (2018). Technology acceptance model limitations and criticisms: Exploring the practical applications and use in technology-related studies, mixed-method, and qualitative researches. Library Philosophy and Practice, 9. https://core.ac.uk/download/pdf/189486068.pdf
Alam, S. S., Susmit, S., Lin, C., Masukujjaman, M., & Ho, Y. (2021). Factors affecting augmented reality adoption in the retail industry. Journal of Open Innovation: Technology Market and Complexity, 7(2), 142. https://doi.org/10.3390/joitmc7020142
Alić, A., Činjarević, M., & Agić, E. (2020). The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands. Management & Marketing, 15(1), 1–16. https://doi.org/10.2478/mmcks-2020-0001
Amoako, G. K., Kutu-Adu, S. G., Caesar, L. D., & Neequaye, E. (2019). Relationship marketing and repurchase intention in Ghana’s hospitality industry: An empirical examination of trust and commitment. Journal of Relationship Marketing, 18(2), 77–107. https://doi.org/10.1080/15332667.2018.1534059
Asnawati, A., Nadir, M., Wardhani, W., & Setini, M. (2022). The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision. International Journal of Data and Network Science, 6(1), 81–90. https://doi.org/10.5267/j.ijdns.2021.10.001
Becker, L., & Jaakkola, E. (2020). Customer experience: Fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630–648. https://doi.org/10.1007/s11747-019-00718-x
Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. Management Information Systems Quarterly, 25(3), 351-370. https://doi.org/10.2307/3250921
Bilgihan, A., Kandampully, J., & Zhang, T. (2016). Towards a unified customer experience in online shopping environments: Antecedents and outcomes. International Journal of Quality and Service Sciences, 8(1), 102–119. https://doi.org/10.1108/ijqss-07-2015-0054
Campbell, D. T., & Fiske, D. W. (1959). Convergent and discriminant validation by the multitrait-multimethod matrix. Psychological Bulletin, 56(2), 81–105. https://doi.org/10.1037/h0046016
Chou, C. P., & Bentler, P. M. (2002). Model modification in structural equation modeling by imposing constraints. Computational statistics & data analysis, 41(2), 271-287.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. Management Information Systems Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
Dash, G., & Paul, J. (2021). CB-SEM vs PLS-SEM methods for research in social sciences and technology forecasting. Technological Forecasting and Social Change, 173, 121092. https://doi.org/10.1016/j.techfore.2021.121092
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2020). The future of technology and marketing: A multidisciplinary perspective. Journal of the Academy of Marketing Science, 48(1), 1–8. https://doi.org/10.1007/s11747-019-00711-4
Hair, J. F. Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications.
Hancock, G. R. (2001). Effect size, power, and sample size determination for structured means modeling and mimic approaches to between-groups hypothesis testing of means on a single latent construct. Psychometrika, 66(3), 373–388.
Hayes, A. F., Montoya, A. K., & Rockwood, N. J. (2017). The analysis of mechanisms and their contingencies: PROCESS versus structural equation modeling. Australasian Marketing Journal (Amj), 25(1), 76–81. https://doi.org/10.1016/j.ausmj.2017.02.001
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European journal of marketing, 37(11/12), 1762-1800.
Hossain, M. S., Zhou, X., & Rahman, M. F. (2018). Examining the impact of QR codes on purchase intention and customer satisfaction on the basis of perceived flow. International Journal of Engineering Business Management, 10, 184797901881232. https://doi.org/10.1177/1847979018812323
Hutcheson, G. D., & Sofroniou, N. (1999). The Multivariate Social Scientist: Introductory Statistics Using Generalized Linear Models. SAGE Publications Ltd.
Jain, R., Aagja, J., & Bagdare, S. (2017). Customer experience – a review and research agenda. Journal of Service Theory and Practice, 27(3), 642–662. https://doi.org/10.1108/jstp-03-2015-0064
Jöreskog, K. G. (1969). A general approach to confirmatory maximum likelihood factor analysis. Psychometrika, 34(2), 183–202. https://doi.org/10.1007/bf02289343
Keni, K. (2020). How perceived usefulness and perceived ease of use affecting intent to repurchase? Jurnal Manajemen. 24(3), 481-496. https://doi.org/10.24912/jm.v24i3.680
Khan, Z., Yang, Y., Shafi, M., & Yang, R. (2019). Role of social media marketing activities (SMMAs) in apparel brands customer response: A moderated mediation analysis. Sustainability, 11(19), 5167. https://doi.org/10.3390/su11195167
Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling (4th ed.). The Guilford Press.
Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods. Information Systems Journal, 28(1), 227–261. https://doi.org/10.1111/isj.12131
Kotler, P., & Keller, K. L. (2012). Marketing Management 14th ed. https://slims.bakrie.ac.id/textbook/index.php?p=show_detail&id=156
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Lindell, M. K., & Whitney, D. J. (2001). Accounting for common method variance in cross-sectional research designs. Journal of Applied Psychology, 86(1), 114–121. https://doi.org/10.1037/0021-9010.86.1.114
Lien, C., Wen, M., Huang, L., & Wu, K. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia-Pacific Management Review, 20(4), 210–218. https://doi.org/10.1016/j.apmrv.2015.03.005
Lukito, S., & Ikhsan, R. B. (2020). Repurchase intention in e-commerce merchants: Practical evidence from college students. Management Science Letters, 10, 3089–3096. https://doi.org/10.5267/j.msl.2020.5.014
Maklan, S., & Klaus, P. (2011). Customer experience: Are we measuring the right things?. International Journal of Market Research, 53(6), 771–792. https://doi.org/10.2501/ijmr-53-6-771-792
Martínez, E., Montaner, T., & Pina, J. M. (2009). Brand extension feedback: The role of advertising. Journal of Business Research, 62(3), 305-313.
Moslehpour, M., Pham, V. K., Wong, W., & Bilgiçli, İ. (2018). E-purchase intention of Taiwanese consumers: Sustainable mediation of perceived usefulness and perceived ease of use. Sustainability, 10(1), 234. https://doi.org/10.3390/su10010234
Muthén, L. K., & Muthén, B. O. (2002). How to use a monte carlo study to decide on sample size and determine power. Structural Equation Modeling: A Multidisciplinary Journal, 9(4), 599–620. https://doi.org/10.1207/s15328007sem0904_8
Orcan, F. (2018). Exploratory and confirmatory factor analysis: Which one to use first? Journal of Measurement and Evaluation in Education and Psychology, 9(4), 414–421. https://doi.org/10.21031/epod.394323
Park, J., Park, J., & Ezell, S. (2017). The impact of customers’ direct and indirect experience on E-trust. In The customer is NOT always right? Marketing orientationsin a Dynamic Business World. The 2011 world marketing congress (pp. 726-732). Springer International Publishing. https://doi.org/10.1007/978-3-319-50008-9_198
Pasaribu, R. M., & Pasaribu, H. D. S. (2021). Customer experience as a mediation of omnichannel retailers of wardah beauty products on repurchase intentions. International Journal of Marketing & Human Resource Research, 2(3), 140-157. http://doi.org/140-157. 10.47747/ijmhrr.v2i3.287
Polcharoensuk, T., & Yousapornpaiboon, K. (2017). Factors affecting intention to repurchase for e-commerce in Thailand. Journal of Administrative and Business Studies, 3(4), 204-211. https://doi.org/10.20474/jabs-3.4.5
Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879–891. https://doi.org/10.3758/brm.40.3.879
Roy, S. K., Gruner, R. L., & Guo, J. (2022). Exploring customer experience, commitment, and engagement behaviours. Journal of Strategic Marketing, 30(1), 45–68. https://doi.org/10.1080/0965254x.2019.1642937
Schuberth, F., Henseler, J., & Dijkstra, T. K. (2018). Confirmatory composite analysis. Frontiers in Psychology, 9. https://doi.org/10.3389/fpsyg.2018.02541
Statista. (2023, March 1). Market value of cosmetics and personal care Thailand 2019, by segment. https://www.statista.com/statistics/1212270/thailand-value-of-cosmetics-and-personal-care-by-segment/
Samuels P. (2017). Advice on exploratory factor analysis. https://doi.org doi:10.13140/RG.2.1.5013.9766
Sun, J., & Chi, T. (2018). Key factors influencing the adoption of apparel mobile commerce: An empirical study of Chinese consumers. The Journal of the Textile Institute, 109(6), 785–797. https://doi.org/10.1080/00405000.2017.1371828
Tofighi, D., Hsiao, Y. Y., Kruger, E. S., MacKinnon, D. P., Lee Van Horn, M., & Witkiewitz, K. (2019). Sensitivity analysis of the no-omitted confounder assumption in latent growth curve mediation models. Structural equation modeling: a multidisciplinary journal, 26(1), 94-109.
Weber, A. N., & Badenhorst-Weiss, J. A. (2018). The last-mile logistical challenges of an omnichannel grocery retailer: A South African perspective. Journal of Transport and Supply Chain Management, 12, a398. https://doi.org/10.4102/jtscm.v12i0.398
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Journal of Business Administration The Association of Private Higher Education Institutions of Thailand
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ลงตีพิมพ์ในวารสารวิชาการบริหารธุรกิจ สมาคมสถาบันอุดมศึกษาเอกชนแห่งประเทศไทยต้องเป็นบทความที่ไม่เคยได้รับการตีพิมพ์เผยแพร่ หรืออยู่ระหว่างการพิจารณาตีพิมพ์ในวารสารอื่นๆ การละเมิดลิขสิทธิ์เป็นความรับผิดชอบของผู้ส่งบทความโดยตรง
