The Effect of Online Experience on Revisit Intention Mediated with Offline Experience and Brand Equity

DOI

10.2991/aebmr.k.200522.020How to use a DOI?

Keywords

online experience, offline experience, brand equity, revisit intention

Abstract

The purpose of this research was analyzed the effect of offline experience on brand equity, the effect of online experience on brand equity, the effect of online experience on offline experience, the effect of offline experience on revisit intention, and the effect of brand equity on revisit intention. Theoretical models with hypothetical relationships are developed and tested with the help of structural equation model analysis procedures at AMOS. This study uses a questionnaire in collecting data from 250 respondents by distributing questionnaire instruments directly to five-star hotel guests in Bali and giving online questionnaires in the form of Google Docs as a research sample as respondents. The results of this study indicate that the effect of offline experience on brand equity, the effect of online experience on brand equity, the effect of online experience on offline experience, the effect of offline experience on revisit intention, and the effect of brand equity on revisit intention.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Ramdhan Kurniawan
PY  - 2020
DA  - 2020/05/25
TI  - The Effect of Online Experience on Revisit Intention Mediated with Offline Experience and Brand Equity
BT  - Proceedings of the 2nd International Seminar on Business, Economics, Social Science and Technology (ISBEST 2019)
PB  - Atlantis Press
SP  - 97
EP  - 103
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200522.020
DO  - 10.2991/aebmr.k.200522.020
ID  - Kurniawan2020
ER  -