ABSTRACTAn online retailer’s website acts as a focal point for a company’s online identity, not only encompassing the products and services offered but also presenting the aesthetic image and values of the company. Cultivating a strong company online identity helps differentiate one online retailer from another, attracts and retains customers to strengthen competitive advantage, and enhances brand, product, or service distinctions. Our study proposes that an online retailer’s website cultivates a particular identity that consumers may identify with to varying degrees. This identification with an online retailer’s web presence may generate repeat purchases from committed consumers, or even extra-role behaviors such as the creation and distribution of written, audio, and video content online. Website identification is proposed to be a representation of a consumer’s identification with his/her perception of an online retailer’s identity. Website identification is theorized to act as a mediating factor that u...
['Ruth C. King', 'Richard A. M. Schilhavy', 'Charles Chowa', 'Wynne W. Chin']
Do Customers Identify with Our Website? The Effects of Website Identification on Repeat Purchase Intention