The Impact of Online Brand Experience on Paying a Premium
In order to study the relationship between online brand experience and paying a premium,this paper proposes four vari-ables that affect purchase intention,namely sensory,emotional,cognitive,and behavioral variables,as well as mediating variables(perceived uniqueness,satisfaction,and trust),and constructs a conceptual theoretical model.A total of 269 valid questionnaires were collected through the survey,and SPSS 25.0 was used for descriptive statistical analysis,factor analysis,and regression analysis.The research results indicate that online brand experience has a positive impact on paying a premium.The online brand experience has a positive impact on paying a premium under the mediation of perceived uniqueness,satisfaction,and trust.
online brand experienceunique perceptionsatisfactionpay a premium
万方数据
维普
