Author

Michelle Le

Date of Award

12-2018

Degree Type

Honors College Thesis

Department

Marketing and Fashion Merchandising

First Advisor

Joanne Cao, Ph.D

Second Advisor

Gallayannee Yaoyuneyong, Ph.D

Advisor Department

Marketing and Fashion Merchandising

Abstract

The purpose of this study is to examine the willingness of a consumer to write an online review in relation to their love for a brand, their attachment to a brand and their satisfaction with shopping online for that brand. There are limited empirical studies that investigate the impact of Brand Love, Brand Attachment, and Electronic Shopping Experience Satisfaction on online reviews. Brand Love is the extent of emotional attachment that a content consumer feels for a certain brand or trade name whereas Brand Attachment measures the degree or strength to which consumers connects themselves with a brand. Lastly, a consumer’s satisfaction with their online shopping experience encompasses a variety of factors, such as product performance and product price. Data was gathered via a Qualtrics survey. A total of 206 online shoppers submitted usable data. These shoppers had all shopped and bought an item they love online in the past six months. Multiple regression was used to test the proposed hypotheses regarding intentions to write a review and the three constructs: Brand Love, Brand Attachment, and Electronic Shopping Experience Satisfaction. Results show that only Brand Attachment may have an influence on a consumer’s willingness to write online reviews. Online retailers would benefit from this study because the study examines how consumers come to the intention to write an online review; therefore, results may provide insight for marketers and practitioners to use for potential online marketing efforts.

Included in

E-Commerce Commons

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