Volume 29, Issue 5, 2020
DOI: 10.24205/03276716.2020.1186
Interaction between Habit and Belief, and its Impact on Brand Loyalty in Social Commerce Based on Self-perception Theories
Abstract
This paper aims to examine how belief interacts with habit, affecting brand loyalty in social commerce. Belief, categorized as behavior beliefs, normative beliefs and control beliefs, refers to the desire to develop and maintain relationships with green supply chain partners. The model is tested on data collected from 363 valid samples in Taiwan, using structural equation modeling. The results show that, in order of importance, control beliefs and behavioral beliefs are the major factors contributing to the relationship between habits and brand loyalty, whereas normative beliefs have no significant effect. The findings of the study provide practical insights into how sellers should focus on developing consumers' beliefs in order to enhance brand loyalty for social commerce as a whole.
Keywords
habits; behavior beliefs; normative beliefs; control beliefs; brand loyalty