THE MECHANISM OF BRAND LOYALTY FORMATION THROUGH ONLINE EMOTIONAL AND BEHAVIORAL EXPERIENCES: A CASE STUDY OF BEAUTY BUFFET

Jakkadul Wangkangvansot

Authors

Jakkadul Wangkangvansot Sichuan University

Keywords:

Brand Loyalty, Emotional Experience, Behavioral Experience

Abstract

This quantitative research aimed to analyze the effects of both emotional and behavioral online experiences on brand loyalty toward Beauty Buffet, emphasizing the mediating roles of trust, brand attachment, and brand satisfaction. The study developed a causal model with emotional and behavioral experiences as independent variables. Data were collected from 380 consumers who had used Beauty Buffet products between June and August 2023, yielding 221 valid responses (valid response rate = 63.14%). Data analysis was conducted using SmartPLS 4.0 to assess reliability, validity, and test hypotheses through path analysis and bootstrapping.

The results revealed that emotional experiences had neither a direct nor an indirect influence on trust, brand attachment, brand satisfaction, or brand loyalty. In contrast, behavioral experiences significantly influenced trust (β=0.838), brand attachment (β=0.907), and brand satisfaction (β=0.703). Among the mediators, only brand satisfaction had a direct effect on brand loyalty (β=0.639), acting as a partial mediator, while trust and brand attachment served as full mediators. This study proposes a brand loyalty model in the digital context, highlighting that behavioral engagement exerts a stronger impact on satisfaction and loyalty than emotional communication alone. The findings offer strategic insights for digital marketing within the beauty industry.

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