دانلود مقاله ISI انگلیسی شماره 44860
عنوان فارسی مقاله

برندها به عنوان جایگزین برای نیاز به لمس در خرید آنلاین

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
44860 2015 5 صفحه PDF سفارش دهید 3950 کلمه
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Brands as substitutes for the need for touch in online shopping
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Retailing and Consumer Services, Volume 27, November 2015, Pages 121–125

کلمات کلیدی
شهرت برند - تجارت الکترونیک - نیاز به لمس - رده محصولات
پیش نمایش مقاله
پیش نمایش مقاله برندها به عنوان جایگزین برای نیاز به لمس در خرید آنلاین

چکیده انگلیسی

This article addresses the potential of reputable brands to overcome the lack of tangibility that characterizes the process of e-commerce through an experiment-based analysis. In a sequential argument, the authors propose that (1) the brand becomes more important in online than in offline channels, as a consequence of the intangibility or lack of physical contact in online purchasing processes; (2) the limitations associated with the need for touch and the lack of access to the physical product during the buying process does not have equal importance across all product categories and (3) the role of the brand in online channels thus is more relevant if the product category is associated with a higher need for touch. The study based on the experimental design reveals that leading brands enjoy an advanta in consumers' quality assessments, regardless of the objective attributes that characterize the products. This advantage may be greater in online channels, though only for product categories for which the lack of physical contact with the product during the purchase process is an important limitation. In such cases, brand associations can compensate for intangibility during purchase.

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پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.