Switching online channel brand to offline channel brand

摘要

With the online shops exuding excellent performance to the extent that online native brands are no longer regarded as “white box” anymore. The companies with well-known online native brands also can benefit from the “halo effect” when they try to develop their multi-channel strategy and build their presence in the offline channel. This study uses the four constructs of the UTAUT model, performance expectancy, effort expectancy, social influence and facilitating condition, trying to realize whether online purchasing system can influence the consumer's brand experience, and following brand experience can affect brand reputation, brand equity and offline brand extension. This study also tries to find the effect of brand reputation, brand equity on offline brand purchase intension. This research tested the construct validity by confirmatory factor analysis, and applied the structural equation modeling to examine the research framework. The final research results reveal social influence is the important role influences the online brand experience, and virtual brand experience significantly positively affects the e-Channel brand reputation, brand equity and the offline brand purchase intention directly. Both brand reputation and brand equity significantly positively affect the consumer purchase intention for its offline brand.