Enhancing Brand Reliance: Unraveling the Impact of Brand Image and Trust on Online Repurchases in the Tourism Sector.

Abstract

The purpose of the study is to examine factors influencing repurchase intention using online travel platforms from the perspective of brand image and brand trust using the SOR framework. The study employed partial least squares- structural equation modeling to examine the proposed research framework. An online and offline survey with a purposive sampling method was used to collect the data from 381 consumers with prior experience purchasing from online tourism platforms, and the final data set was analyzed using Smart PLS 3 software. Customer service support and compatibility seem to significantly influence brand image and trust in online repurchase intention, whereas information quality significantly influences brand image but not brand trust. Additionally, this study determined that brand image and brand trust had a partial mediation between customer service, compatibility, and repurchase intention. However, brand image and trust are considered important for customers, but with increased performance, it will meet customer expectations. Management should prioritize building a strong brand image and fostering trust to enhance customer experience. Additionally, the study provides valuable insights for improving targeted marketing strategies to strengthen consumer brand perception and encourage long-term engagement. This research comprehensively explains various factors influencing online repurchase intention. Integrating structural equation modeling (SEM), mediation analysis, and Importance-Performance Map Analysis (IPMA) can enhance our understating of these complex relationships.

DOI: https://doi.org/10.54663/2182-9306.2024.SpecialIssueM&D.86-107