In order to expand virtual retailing market, it is important to consider consumer-level opinion toward online stores and its relation to market-level measures of performance, such as marketing strategies, channel brand impression and customer online store loyalty intention. In this research, three online stores are selected as the research targets. A questionnaire survey is conducted to verify the determinant effects of firms marketing strategies and channel brand impression on loyalty intention toward online stores among consumers using second-order structural equation modeling (SEM) methods. The findings of this study suggest that online stores to the following: first, intensify emotional appeal in their advertising strategy; second, sell international brand products in the context of a brand alliance strategy; and third, develop channel brand impression helpful to the online store loyalty intention of consumers.
Key words: Pricing, brand impression, online store, structural equation modeling.
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