مشروع البحث:
THE INFLUENCE OF BRAND PERSONALITY, BRAND LOYALTY, AND CUSTOMER SATISFACTION ON CONSUMERS' ONLINE PURCHASE INTENTION IN LIBYA: THE MEDIATING INFLUENCE OF EMOTIONAL MOTIVATION AND RATIONAL MOTIVATION

صفحة عناصر بسيطة
dc.contributor.advisorAssist.Prof.Dr. Akram ALHAMAD
dc.date.accessioned2026-06-14T07:49:07Z
dc.date.available2026-06-14T07:49:07Z
dc.descriptionElectronic commerce has evolved from a supplementary channel of exchange into a central arena through which firms communicate value, shape consumer perceptions, and stimulate purchase decisions in digital environments (Pavlou, 2003). In such environments, online purchase intention has become a critical behavioral outcome because it reflects the consumer’s readiness to perform an online transaction when the opportunity to act becomes available (Ajzen, 1991). This is particularly important because online buying usually follows a sequence of search, evaluation, comparison, and psychological commitment before the actual act of purchase is completed (Pavlou, 2003).
dc.description.abstractthe influence of brand personality, brand loyalty, and customer satisfaction on consumers’ online purchase intention in Libya, with emotional motivation and rational motivation serving as mediating variables. The study was motivated by the growing relevance of online shopping in Libya and the need to explain online purchase intention through a model that integrates branding, consumer evaluation, and motivational processes. The study adopted a quantitative, explanatory, and cross-sectional survey design. Data were collected through an online questionnaire from Libyan consumers with awareness of or exposure to online shopping platforms. A total of 395 valid responses were retained for the final analysis.
dc.identifier1332
dc.identifier.urihttps://dspace.academy.edu.ly/handle/123456789/2291
dc.subjectTHE INFLUENCE OF BRAND PERSONALITY,
dc.titleTHE INFLUENCE OF BRAND PERSONALITY, BRAND LOYALTY, AND CUSTOMER SATISFACTION ON CONSUMERS' ONLINE PURCHASE INTENTION IN LIBYA: THE MEDIATING INFLUENCE OF EMOTIONAL MOTIVATION AND RATIONAL MOTIVATION
dspace.entity.typeProject
project.endDate2026
project.funder.nameإدارة الاعمال
project.investigatorمحمد إبراهيم محمد الجعيبي
project.startDate2025
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