The effect of brand image and brand loyalty on online purchase intention: A research on the shoe industry

The internet, which is the greatest gift of the technological age we are in, has gained an important place in our lives as one of the technologies that makes the lives of people who have to do many things in limited time and try to keep up easier. In today's world, where traditional sales channels are inadequate, a new application called e-commerce has emerged that enables online shopping as a result of the processing and transfer of all digital data, texts, sounds and visual images produced, processed and transferred. In this context, the aim of the study is to measure the effect of brand image and brand loyalty on online purchasing intention, specifically for the products produced in the shoe industry.The research was concluded by analyzing the data obtained as a result of applying the online survey to 330 participants using the convenience sampling method, one of the non-random sampling methods, with the SPSS package program. Confirmatory factor analysis was used to determine the validity of the scales, and "t" test and ANOVA tests were performed to determine whether there were differences according to demographic characteristics. In the regression analysis, firstly, the effect of the brand image scale on the brand loyalty scale, the effect of the brand image scale on online purchasing intention, and the effect of brand loyalty on online purchasing intention were examined. Then, the combined effects of brand image and brand loyalty scale on the online purchasing intention scale were examined. The results obtained from the analyses showed that the effect on each variable was positive and statistically significant. In addition, the results reveal that brand loyalty has a partial mediating effect on the effect of brand image on online purchase intention.