Advertisements that follow users online and their effect on consumers' satisfaction and expectation confirmation
This chapter was designed to specifically explore the effect of post-purchase retargeting ads on consumers' confirmation of expectation and satisfaction. Data from 402 respondents having prior experience with post purchase retargeting ads after purchasing an e-tourism service was collected. The...
| Autores: | , , |
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| Tipo de recurso: | capítulo de libro |
| Fecha de publicación: | 2023 |
| País: | España |
| Institución: | Universitat Autònoma de Barcelona |
| Repositorio: | Dipòsit Digital de Documents de la UAB |
| Idioma: | inglés |
| OAI Identifier: | oai:ddd.uab.cat:322119 |
| Acceso en línea: | https://ddd.uab.cat/record/322119 https://dx.doi.org/urn:doi:10.1007/978-3-031-34589-0_9 |
| Access Level: | acceso abierto |
| Palabra clave: | ECT Expectation' confirmation PLS-SEM Repurchase intentions Retargeting Satisfaction |
| Sumario: | This chapter was designed to specifically explore the effect of post-purchase retargeting ads on consumers' confirmation of expectation and satisfaction. Data from 402 respondents having prior experience with post purchase retargeting ads after purchasing an e-tourism service was collected. The structural equation modeling technique was applied to analyze the data using SmartPLS 3 software. Results revealed that confirmation has significant effect on satisfaction, satisfaction has significant effect on repurchase intentions, and post-purchase retargeting ads competitiveness has significant effect on confirmation and significant indirect effect on satisfaction. |
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