Sammendrag
A number of previous studies have investigated determinants of brand web-site usage. Variables such as Internet experience, goal-directedness and type of motivation (entertainment/information) have been found to influence consumer behaviour on a given web-page. In this study we focus on web-sitesfor well-known brands. For such web-sites, we hypothesise that brand loyalty is a major determinant for web-site usage. Affectively loyal consumers sense a relationship to their favoured brands and should be motivated to visit web-sites forsuch brands more frequently than non-loyals. However, effects of brand loyalty on duration of visits could be negative,because loyals are well updated on the contents of the sites and find less news when visiting. These issues were addressed in a study of 534 visitors to a national Pepsi web-site. The results show that brand loyalty is a much stronger determinant of web-site usage than conventional determinants, such as Internet experience and type of visit motivation (information/entertainment). As expected, we find that brand loyalty is significantly positively related to frequency of website usage, but negatively related to visit duration. Moreover, the results show interesting interactions between brand loyalty and visit motivations on the frequency of visits. Theresults have important implications for development of brand equity.
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