Conceptualization and assessment of E-service quality for luxury brands

Conceptual Millennials’ Brand Loyalty to Online Fashion Brands’ E-commerce Sites

“…Thus, this research will extend the knowledge and research onthis scope. In sum, this study will further investigate the moderating effect of income on brand loyalty, which is still inconclusive (Kim & Kim, 2018;Kim, 2019).…”

“…Websites need to do customisationto their online account, especially the price ranges in order to target different income level of customers (Kim & Kim, 2018). Therefore, this study will further investigate the moderating effect of trust on brand loyalty, which is still inconclusive (Kim & Kim, 2018;Kim, 2019). Hence, this study hypothesises that:…”

“…Trust is said to be a crucial element on brand loyalty and has a significant positive impact when it comes to income as a moderating variable, especially for the millennials.This is because millennials need specific information about payment method, shipping cost, and the procedure in case of default transactions to reduce uncertainty or risk (Kim, 2019). Websites need to do customization to their online account, especially the range of price to target different income levels (Kim &Kim, 2018). There has been no distinct and solid result from past research on the moderating role of income in the relationship between trust and the millennials' brand loyalty.…”

“…Hence, this study hypothesises that: 4 : There is a significant positive relationship between brand image and millennials' brand loyalty to online fashion brands' e-commerce sites in Kota Kinabalu, Sabah. Kim and Kim (2018) conceptualised and assessed E-service quality for luxury brands, and claimed income might act as a moderating variable and has animpact on trust, especially for luxury shoppers due to the perceived risk when making a transaction. Websites need to do customisationto their online account, especially the price ranges in order to target different income level of customers (Kim & Kim, 2018).…”

“…Kim and Kim (2018) conceptualised and assessed E-service quality for luxury brands, and claimed income might act as a moderating variable and has animpact on trust, especially for luxury shoppers due to the perceived risk when making a transaction. Websites need to do customisationto their online account, especially the price ranges in order to target different income level of customers (Kim & Kim, 2018). Therefore, this study will further investigate the moderating effect of trust on brand loyalty, which is still inconclusive (Kim & Kim, 2018;Kim, 2019).…”