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Understanding the effect of online brand experience on customer satisfaction in China: a mediating role of brand familiarity

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Abstract

In today’s dynamic environment, delivering exclusive and meaningful consumer interactions is critical for brands to stand out. In this sense, we suggested that consumer loyalty is influenced by online brand interactions due to brand familiarity. In a cross-sectional study conducted on 307 customers of leading and popular online selling brands in China across different industries, we found that online brand experience has significant and positive effect on customer satisfaction. Affective brand experience has a statistically negligible direct impact on customer satisfaction, emotional brand experience has a substantial and optimistic direct effect on customer satisfaction, and behavioural brand experience has a significant and harmful direct effect on customer satisfaction. In addition, it was discovered that brand awareness has a major mediating impact in the relationship between affective and behavioural brand experiences and consumer satisfaction, but no significant mediating influence in the relationship between emotional and cognitive brand experiences and customer satisfaction.

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Data Availability

All results reported in this research was carried out in SPSS v23.0. A self-administered survey was used to collect data by use of email on the web. In order to collect data about consumer e-behaviour and online brand experiences, research through online medium can prove to be more effective than survey method in offline settings. In using email surveys, it has been considered that unsolicited surveys can be construed as aggressive by potential respondents and thus, invite to survey has been made in email and voluntary participation has been sought in the main body of email. Nonetheless, email questionnaire method offered data that is statistically significant at a low cost. Data will be provided on personal request from corresponding author.

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Acknowledgements

The authors acknowledge the financial supports from The Social Science Fund of Tian** City, China (TJYYQN19-007).

Funding

This research was supported by The Social Science Fund of Tian** City, China (Grant No. TJYYQN19007).

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  1. School of Economics, Tian** University of Commerce, Tian**, China

    Sun Yunpeng

  2. School of Statistics Jiangxi University of Finance and Economics, Nanchang, People’s Republic of China

    Yousaf Ali Khan

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  1. Sun Yunpeng
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Yunpeng, S., Khan, Y.A. Understanding the effect of online brand experience on customer satisfaction in China: a mediating role of brand familiarity. Curr Psychol 42, 3888–3903 (2023). https://doi.org/10.1007/s12144-021-01706-7

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