연구성과

금주의우수논문

SSCI Article
Role of multidimensional customer brand engagement on customer behavior for online grocery shopping
박정근
  1. 성명박정근()
  2. 소속경영대학 경영학부
  3. 캠퍼스
  4. 우수선정주2023년 06월 1째주
Author
박정근 (Sch Business); Hong, EunPyo (Sch Business); Ahn, Jiseon (Sch Business); Hyun, Hyowon (Sch Business);
Corresponding Author Info
Hong, EPY (corresponding author), Hanyang Univ Seoul, Sch Business, South Korea 222 Wangsimni Ro, Seoul 04763, South Korea.
E-mail
park4@hanyang.ac.kr
Document Type
Article
Source
JOURNAL OF RETAILING AND CONSUMER SERVICES Volume:73 Issue: Pages:- Published:2023
External Information
http://dx.doi.org/10.1016/j.jretconser.2023.103380
Abstract
This study aims to understand the relationship between environmental consciousness and multidimensional (i.e., cognition, affection, and activation aspects) of customer brand engagement (CBE) in relation to online grocery shopping. It also investigates the moderating effect of customer characteristics on the associations among environmental consciousness, CBE, and behavior intention. 358 Korean respondents took part in this research using an online survey to assess the impacts of multidimensional CBE for online grocery. The outcomes reveal that environmental consciousness positively influences cognition and activation aspects of CBE. Additionally, activation, affection, and cognition aspects of CBE positively affect behavioral intention. Multi-group analysis is performed to identify the difference among customers in low and high customer characteristics. In addition, by demonstrating a role for CBE, this study adds to the existing literature on online grocery. Furthermore, the outcomes of this research provide direction for building marketing strategies for online groceries for marketers and practitioners.
Web of Science Categories
Business
Funding
Hanyang University [HY -202200000001577]
Language
English
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