An exploratory research on the dimensions of consume-shopping website attachment
Brand attachment as an advanced subject in the field of marketing is gradually being discussed and researched in-depth at home and abroad. But in the existing theoretical studies, researchers have never put forward the Internet environment as the background to study consumers attachment to the shopping website, which performs as a particular brand. Shopping website as brand contains both product characteristics and spatial characteristics at the same time, which has an exploring innovative significance. In this paper, basing on the literature, through qualitative interviews and questionnaire survey method, we explore the dimensions of consumers’ attachment to shopping website and for the first time develop and test the structure of attachment to shopping website. Studies have show that consumers’ attachment to shopping website includes three dimensions i.e. emotional bonds, dependency and sense of community. The research result has enriched the existing brand attachment theory, providing instructive suggestions for the shopping website managers to perform marketing activities.
JIANG Yan JIN Jianmei
School of Management, Dalian Jiaotong University Dalian, China
国际会议
4th Conference on System Science,Management Science & System Dynamics(第四届系统科学、管理科学&系统动力学国际会议)
上海
英文
83-89
2010-12-10（万方平台首次上网日期，不代表论文的发表时间）