The use of e-commerce has exploded due to the impact of COVID-19. People with no experience in e-commerce prior to the COVID-19 pandemic began online shopping for their safety following the pandemic outbreak. As such, these newly joined customers have played a vital role in the rapid development of e-commerce. Maintaining these customers and increasing their repurchase intention is a core issue for e-commerce platform companies. Thus, using new e-commerce users as the participants, this study investigated the structural relationship between brand experience, brand emotional factors (brand attachment and brand love), brand loyalty, and repurchase intention with brand love as the mediator. Research on the multidimensional brand experience (i.e., sensory, emotional, behavioral, and cognitive) from Chinese customers’ perspective is still lacking, and our study attempts to fill this gap. A structured questionnaire and hypotheses were designed based on studies and survey of 310 respondents from China in this study. The study results show that, first, the four dimensions of brand experience have a significant positive correlation with brand emotion, with brand cognitive experience having the greatest impact on consumer brand emotion. Second, the influence of brand emotion on brand loyalty is positive and significant, and brand attachment has a stronger influence than brand love on brand loyalty. In addition, brand loyalty has a positive effect on repurchase intention. Finally, brand love plays a mediating role on the relationship between brand attachment and brand loyalty. To enhance customers’ brand attachment and love for e-commerce platforms, companies must enhance customers’ interest and curiosity in their products. And companies will improve their services to customers by introducing artificial intelligence algorithms to increase customers’ repurchase intention, which will ultimately increasing their profitability. This study contributes to the development of e-commerce platform companies.

IntroductionThe spread of COVID-19 pandemic in early 2020 has significantly affected the tourism industry. Most current tourism research on emergencies focuses on issues such as the revitalization of the tourism economy. However, research on aspects such as visitor perception has not received sufficient attention, This study contributes to the literature by analyzing the effects of social interactions, multidimensional perceived value, fear of COVID-19, and age on travelers’ travel intentions during the COVID-19 pandemic.MethodThis study constructs a structural equation model, formulates the corresponding hypotheses, investigates Chinese travelers, and verifies the moderating effect of COVID-19 fear.ResultsAll of the proposed hypotheses were verified. The three dimensions of perceived value and satisfaction had a significant mediating effect in the relationship between perceived quality and travel intention, and that fear of COVID-19 had a significant moderating effect in the relationship between satisfaction and travel intention. With the moderation of fear of COVID-19, age had a significantly negative effect on travel intention.DiscussionGiven extant research demonstrating that both math activities and math talk predict children’s math skills, our results stress the need for multimethod studies that differentiate among these HME opportunitiesThe findings confirmed a significant mediating effect of the three dimensions of perceived value and satisfaction on perceived quality and travel intention. fear of COVID-19 had a significant moderating effect on satisfaction and travel intention. In addition, age had a significant negative effect on travel intention under the moderation of fear of COVID-19; thus, travel intention decreases with age.

No abstract