Online Compulsive Buying Behavior in Gen Z in Indonesia: the Role of Trust and Brand Familiarity in Mediating Brand Credibility an Prestige

• Autores: Aditya Pandowo, Nova Mamuaya
• Localización: UCJC Business & Society Review, ISSN-e 2659-3270, Vol. 21, Nº. 4, 2024, págs. 64-119
• Idioma: inglés
• Títulos paralelos:
  • Comportamiento de Compra Compulsiva Online en la Generación Z en Indonesia: el Papel de la Confianza y la Familiaridad con la Marca en la Mediación de la Credibilidad y el Prestigio de la Marca
• Enlaces
  • Texto completo
• Resumen
  • español

    Este estudio tiene como objetivo explorar los antecedentes de los patrones de compra com-pulsiva derivados de los factores emocionales de una marca, como la credibilidad, el prestigio, la confianza y la familiaridad de la marca. Este estudio también explora el papel adicional de la confianza en la marca y la familiaridad como efectos mediadores. Se tomaron un total de 199 encuestados mediante muestreo intencional, probando la relación entre las variables mediante el método PLS. Los resultados mostraron que los patrones de compra compulsiva están in-fluenciados por la credibilidad, el prestigio, la confianza y la familiaridad de la marca. Además, la confianza y la familiaridad con la marca pueden mediar la relación entre la credibilidad de la marca y el prestigio hacia la compra compulsiva. Los hallazgos de este estudio pueden contri-buir a que los actores del mercado fortalezcan la credibilidad y el prestigio del producto para aumentar la confianza y la familiaridad con la marca, lo que conduce a compras compulsivas de la misma marca.

  • English

    This study aims to explore the antecedents of compulsive buying patterns derived from a brand's emotional factors such as brand credibility, prestige, trust, and familiarity. This study also explores the additional role of brand trust and familiarity as mediating effects. A total of 199 respondents were taken using purposive sampling, testing the relationship between variables using the PLS method. The results showed that compulsive buying patterns are influenced by brand credibility, prestige, trust, and familiarity. Moreover, brand trust and familiarity can mediate the relationship between brand credibility and prestige toward compulsive buying. The findings of this study can contribute to market players to strengthen product credibility and prestige to increase brand trust and familiarity, which leads to compulsive purchases of the same brand

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