Brand Experience on the Website: Its Mediating Role Between Perceived Interactivity and Relationship Quality

ABSTRACT

This study examined the mediating effect of brand experience on the linkage between perceived interactivity of a website and relationship quality with the brand in the online marketplace. The proposed mediation model was tested with online survey data collected from 265 college students. With the use of a mediation test, this study found that active control and two-way communication features of interactivity led to more positive brand experience, which subsequently influenced relationship quality with the brand. Contrary to our expectations, a perceived synchronicity feature was not found to be related to either brand experience or relationship quality with the brand. This study highlights the important role of brand experience on the website in enhancing consumer–brand relationship building and aids e-marketers to develop digital strategies in designing more interactive brand websites, which can improve brand experience on the website and relationship quality with the brand.

KEYWORDS:

• perceived interactivity
• brand experience on the website
• relationship quality

Acknowledgments

The authors would like to thank the two anonymous reviewers for their invaluable assistance during the review process.

Funding

This research was funded by the Faculty Enrichment Grants of the Gaylord College of Journalism and Mass Communication, The University of Oklahoma.

Additional information

Notes on contributors

Doyle Yoon

Doyle Yoon (PhD, University of Missouri–Columbia) is an associate professor, Gaylord College of Journalism and Mass Communication, The University of Oklahoma.

Seounmi Youn

Seounmi Youn (PhD, University of Minnesota–Twin Cities) is an associate professor, Department of Marketing Communication, School of Communication, Emerson College.