文章基本信息

标题：The effect of brand equity on investor loyalty in online securities trading using the Technology Acceptance Model
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作者：Puncharat Borirakcharoenkit ; Sasiwemon Sukhabot ; Idsaratt Rinthaisong 等
期刊名称：Journal of Eastern European and Central Asian Research
印刷版ISSN：2328-8272
电子版ISSN：2328-8280
出版年度：2022
卷号：9
期号：2
页码：295-308
DOI：10.15549/jeecar.v9i2.829
语种：English
出版社：IEECA
摘要：The more equity a brand has, the stronger its behavioral loyalty, according to branding theory. This research adopted the technology acceptance model framework to explain the impact of brand equity on investors' loyalty in online securities trading. Our data was collected via a multi-method approach, and using a structured survey, the impact of brand equity on behavioral loyalty was tested. The findings indicate that brand equity impacts behavioral loyalty but does not influence mediators. This research also suggests that perceived ease of use and usefulness play an important role in mediating variables. Our findings impact retailers and brand owners in a variety of ways.
关键词：Investor;brand equity;loyalty;Technology Acceptance Model (TAM)