The effect of consumer innovativeness on smartphone loyalty: A causal model

초록

The outcomes of the empirical analysis showed that functional value and monetary value positively affect smartphone satisfaction but emotional value and social value are not associated with it. Second, the interactive effect of functional value and consumer innovativeness on smartphone satisfaction is significant at the level of 0.01. The interactive effect of emotional value and consumer innovativeness on smartphone satisfaction is significant at the level of 0.05. However, the interactive effects of social value, monetary value and consumer innovativeness on smartphone satisfaction are not significant at the level of 0.05. Third, smartphone satisfaction and consumer innovativeness positively affect smartphone loyalty. Interestingly, the effect of smartphone satisfaction on loyalty is greater than the effect of consumer innovativeness on it. Therefore, marketers should increase their energies to offer a better smartphone value and give consumer innovativeness a boost. ? 2017 International Information Institute.

키워드