Investigating the Impact of Brand Innovation and Customer Hope on Developing Repurchase Intentions in Online Sales Websites

Mitra Shabani Nashtaee¹ seyed mojtaba mirkazemnejad mojdehi²

1) Assistant Professor, Department of Business Management, Islamic Azad University, Rudbar Branch, Rudbar, Iran
2) M.Sc. Student in Marketing Management, Department of Marketing, Islamic Azad University, Rasht Branch, Rasht, Iran

IOI Code : XBEC-ECEGE
Publication : 2nd International Conference on Management, Accounting, Economics & Banking in the Third MIillennium(mae2019.ir)
Abstract :
    The main purpose of the present study is to examine the impact of the role of brand innovation and customer hope in the development of repurchase intention on online sales websites. Data collected by 384 electronic questionnaires from customers of online sales websites were analyzed by SPSS24 and AMOS24 software using structural equation modeling. The data analysis showed that customer perceived brand innovation had a significant positive effect on customer expectation in online shopping. Product knowledge has a significant positive effect on the relationship between customer perceived brand innovation and customer expectation in online shopping. Customer expectation has a significant positive impact on customer satisfaction with online shopping. Finally, customer satisfaction with the brand has a positive and significant effect on the intention to repurchase a brand in online shopping. Therefore, it can be stated that increasing customer perceived brand innovation leads to increased customer expectation in online shopping and increased customer hope leads to increased customer satisfaction with brand in online shopping. As a result, with the increase in customer satisfaction with the brand, the intention of repurchasing a brand in online shopping increases. Therefore, it is suggested that by producing content based on unique, new and innovative features of the product and brand, compared to competitors, and correctly positioning information on websites in order to enhance customer knowledge, it will lead to customer optimization and continue to gain satisfaction and achievement. Intended to repurchase on online sales websites.

Keywords : brand innovation customer hope online sales websites repurchase intentions