| Abstract: |
The purpose of this research is to investigate the effects of online digital
customer experience quality (OCXQ) on customer equity drivers (CEDs) of
digital platforms and the respective effect of CEDs on repurchase intentions
(RI). Most importantly, we unveil the indirect effects of store infection
threat (SIT) on the relationship between CEDs and RI as a basic consequence of
the ongoing COVID-19 pandemic. The methodology utilized was the positivism
approach using an online survey in which 283 adults participated. OCXQ
indicated a strong direct effect on the digital brand’s CEDs, whereas CEDs
highly impact RI. This research stresses the importance of OCXQ in
strengthening CEDs, which are important for online decision-making. In
addition, SIT is proven to be a basic moderator of the effectiveness of CEDs
in terms of RI. Thus, firms need to carefully design customized digital
marketing practices. |