Consumer Involvement, Consumer Brand Engagement and Self Brand Connection Users of Food and Beverage Delivery Service Applications

DOI

10.2991/978-2-38476-176-0_3How to use a DOI?

Keywords

consumer involvement; consumer brand engagement; self-brand connection; social exchange theory

Abstract

Consumers are consciously involved in a relationship with a food and beverage delivery service application, then actively contribute cognitively, affectively, and activate the application, which in turn makes consumers make the food and beverage delivery service application part of their identity. This research contribution validates the consumer attachment scale proposed by [10] that consumer engagement has a relationship with consumer involvement and self-brand connection, and in this study uses social exchange theory to link consumer brand engagement with consumer involvement and self-brand connection on food and beverage service application users. The data analysis technique in this study uses structural equation modeling. The structural model proposed in this study confirms that consumer involvement has a positive effect on all dimensions of consumer brand engagement, namely cognitive processing, affection, and activation, and all dimensions of consumer brand engagement have a positive effect on self-brand connection. The dimensions of consumer brand engagement in this study also show that the dimensions of consumer brand engagement, namely affection and activation, have a positive effect as a mediation between consumer involvement and self-brand connection, but for the consumer brand engagement dimension, namely cognitive processing, it does not have a positive effect as a mediation between consumer involvement and self-brand connection. For further researchers, it is hoped that they can expand the research subject, not only to consumers of food and beverage delivery service applications, but can test consumer involvement, consumer brand engagement, and self-brand connection more specifically to consumers of food and beverage delivery service applications in Indonesia, as well as It is hoped that this research can increase knowledge for individual consumers that attachment to a product is not only always caused by environmental factors or price, but also the involvement of consumers themselves or impulses that arise based on the needs, values, and interests of these consumers.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Latifah Putranti
AU  - Pradita Nindya Aryandha
AU  - Hapsari Dyah Herdiany
AU  - Priskia Ayu Wulandari
PY  - 2023
DA  - 2023/12/31
TI  - Consumer Involvement, Consumer Brand Engagement and Self Brand Connection Users of Food and Beverage Delivery Service Applications
BT  - Proceedings of the 2nd UPY International Conference on Education and Social Science (UPINCESS 2023)
PB  - Atlantis Press
SP  - 9
EP  - 18
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-176-0_3
DO  - 10.2991/978-2-38476-176-0_3
ID  - Putranti2023
ER  -