A Survey on the Role of Consumer Happiness in Explaining the Effect of Perceived Brand Value on Brand Customer Relationship Reactions in DJ Commodity Online Store
Ali Zamanian * 1, Zahra Alipour Darvish 2, Ehsan Abedi 3
1 Master of Science (MSc) in Business Administration-Strategic Management, Faculty of Humanities, Islamic Azad University, Tehran North Branch
2 Associate Professor of Management Department, Faculty of Humanities, Islamic Azad University, North Tehran Branch
3 Assistant Professor, Department of Business Management, Faculty of Humanities, Islamic Azad University, Tehran North Branch
Abstract
In order to improve the brand's value, and consequently, the growth of income and profits, researchers and professionals alike should understand the factors that improve the relationship between consumers and online retailers.
The perceived value of brand by the customer is known as a very important factor affecting consumer relationships with the brands provided by online retailers.
When a customer makes an online purchase, the concept of hope is important. The intensity of the hope for an online purchase and the level of hope for achieving purchasing-related results, such as satisfaction, trust, and commitment, are likely to depend on the achievement of the customer's goal. This study examines the effective role of achieving goals in the relationship between consumer expectations and satisfaction, trust, and commitment. In this regard, customers of the Digi-Kala store were considered as the community. According to Morgan's table, 384 people were selected. To collect the required data, a standard questionnaire was included online in the sample. The data was analyzed using spss22 and pls software. The results of the research showed that consumers' expectations of perceived brand value on brand-customer relationship in the DJ's online store have a positive and significant effect.
Keywords: hope, consumer, brand value, online store Digikala
