Short answer
Prioritize building offline brand trust and demonstrating tangible value, as these are crucial for encouraging consumers to transition to online purchases for durable goods.
- Field
- Innovation & Markets
- Source
- International Journal of Marketing Communication and New Media (2023)
- Method
- Quantitative research using structural equation modeling and mediation analysis.
- Sample
- 219 participants
- Evidence
- Strong effect
Consumers are more likely to purchase durable goods online if they already trust the brand and perceive value based on their offline experiences. This innovation & markets research insight is drawn from a 2023 study published in International Journal of Marketing Communication and New Media. Using Quantitative research using structural equation modeling and mediation analysis. with 219 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize building offline brand trust and demonstrating tangible value, as these are crucial for encouraging consumers to transition to online purchases for durable goods.
A strong offline brand image and established trust can significantly boost online sales of durable goods.
Consumers are more likely to purchase durable goods online if they already trust the brand and perceive value based on their offline experiences.
International Journal of Marketing Communication and New Media · 2023
Key Findings
- 01Offline-based trust significantly drives online shopping intentions for durable products.
- 02Offline perceived value significantly drives online shopping intentions for durable products.
- 03Offline trust mediates the relationship between corporate image and online shopping intention.
- 04Offline perceived value mediates the relationship between corporate image and online shopping intention.
Application
Design takeaway
Prioritize building offline brand trust and demonstrating tangible value, as these are crucial for encouraging consumers to transition to online purchases for durable goods.
How to apply
When launching or expanding online sales for durable goods, ensure your brand's offline reputation for trust and value is prominently featured and reinforced in all online marketing and customer service efforts.
Project actions
- 01Consider how your design project's brand perception offline could influence its success online.
- 02Investigate how trust and perceived value can be built through design elements in both physical and digital spaces.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Employs robust statistical methods (SEM) to analyze complex relationships.
- +Investigates the mediating roles of trust and perceived value, providing deeper insights.
Limitations
The findings are specific to durable consumer goods and may not apply to impulse purchases or services. The study's reliance on self-reported intentions might not perfectly predict actual purchasing behavior.
Reliability & validity
The study's use of structural equation modeling and mediation analysis suggests a strong approach to testing the proposed relationships. However, the reliance on self-reported data for intentions and perceptions might introduce social desirability bias, impacting validity. The use of a convenience sample also raises questions about external validity.
Think critically
To what extent can a strong online-only brand replicate the trust and perceived value typically built through offline interactions, and what design strategies are necessary to achieve this?
Design Principles
"Leverage established brand equity and customer relationships from offline channels to foster confidence and drive adoption in online markets."
This research highlights the critical role of offline brand perception in driving online consumer behavior for high-value, durable products. Designers and marketers can leverage existing brand equity to build confidence and encourage adoption of online purchasing channels.
What This Means for Your Design
If people like and trust your brand in real life (offline), they are more likely to buy your products online, especially expensive ones like appliances. How much they trust you and think your product is worth the money offline helps them decide to buy online, even if they first heard about your brand offline.
How to use in your project
- 1.Reference this study when discussing the importance of brand image, trust, and perceived value in influencing consumer adoption of new products or services, particularly in online contexts.
Add to My Project
Quick Cite
Paragraph starter
This research indicates that a strong offline corporate image, coupled with high levels of consumer trust and perceived value, significantly enhances the likelihood of consumers purchasing durable goods online. Furthermore, offline trust and value perceptions act as crucial mediators, bridging the gap between a positive brand image and online purchase intentions, suggesting that established offline brand equity is a powerful driver for online market success in the durable goods sector.
Source
International Journal of Marketing Communication and New Media
The Mediating Effect of Trust and Perceived Value on the Relationship between Corporate Image and Online Shopping Intention: A Study on Consumer Durables
journal · 2023
View sourceQuestions About This Research
- What does the research say about a strong offline brand image and established trust can significantly boost online sales of durable goods?
- Prioritize building offline brand trust and demonstrating tangible value, as these are crucial for encouraging consumers to transition to online purchases for durable goods. Evidence: International Journal of Marketing Communication and New Media (2023).
- Why does "A strong offline brand image and established trust can significantly boost online sales of durable goods." matter for design?
- This research highlights the critical role of offline brand perception in driving online consumer behavior for high-value, durable products. Designers and marketers can leverage existing brand equity to build confidence and encourage adoption of online purchasing channels.
- How can designers apply this research?
- Prioritize building offline brand trust and demonstrating tangible value, as these are crucial for encouraging consumers to transition to online purchases for durable goods.
- What were the main findings?
- Offline-based trust significantly drives online shopping intentions for durable products.. Offline perceived value significantly drives online shopping intentions for durable products.. Offline trust mediates the relationship between corporate image and online shopping intention.. Offline perceived value mediates the relationship between corporate image and online shopping intention.
- What research method was used?
- Quantitative research using structural equation modeling and mediation analysis. with 219 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2023 journal from International Journal of Marketing Communication and New Media.
- What should I do differently in my next project?
- When launching or expanding online sales for durable goods, ensure your brand's offline reputation for trust and value is prominently featured and reinforced in all online marketing and customer service efforts.
- What are the limitations?
- The study used convenience sampling, which may limit the generalizability of findings. The focus was on specific durable goods (electrical appliances), and findings may differ for other product categories.