The Roles of Brand Loyalty and Switching Costs in the Purchase of a New Smartphone

Lee, Woongkyu; Park, Jin-Hoon

doi:10.5859/kais.2016.25.1.183

Cited by 3 publications

(3 citation statements)

References 38 publications

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“…Liu et al, (2017) mengungkapkan bahwa loyalitas afektif berhubungan positif dengan sikap terhadap produk lain untuk merek yang sama. Lee & Park (2016) menunjukkan bahwa loyalitas merek memainkan peran yang lebih signifikan dalam keputusan pembelian. Maka, loyalitas merek yang tinggi bisa memfasilitasi sikap merek yang disukai dan menghasilkan niat membeli yang lebih tinggi…”

Section: Tinjauan Pustaka Brand Equityunclassified

Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian (Studi Pada Konsumen Shopee)

Tresna¹,

Chan²,

Herawaty³

2021

adbispreneur

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The development of digitalization of information systems has changed the trade sector which gave rise to a new business field called e-commerce. Rapid developments have made competition in the e-commerce sector stronger, so it is necessary to identify variables that influence consumer behavior, especially related to purchasing decisions so that companies can win the competition. Literature data shows that brand equity is one of the variables that can influence purchasing decisions. This study aims to determine how much influence brand equity has on consumer purchasing decisions in the Shopee marketplace. The research method used is quantitative. Data were analyzed using multiple linear regression. The sample size is 68 respondents with accidental sampling. Data were collected by distributing questionnaires to shopee user respondents. The results of the study show that there is an influence of brand equity on purchasing decisions Perkembangan digitalisasi sistem informasi memberi perubahan pada sektor perdagangan yang memunculkan bidang bisnis baru yang disebut e-commerce. Perkembangan yang kian pesat, membuat persaingan pada sektor e-commerce semakin kuat sehingga perlu diidentifikasikan variabel yang mempengaruhi perilaku konsumen terutama terkait keputusan pembelian agar perusahaan dapat memenangkan persaingan. Data literatur menunjukkan bahwa brand equity merupakan salah satu variabel yang dapat mempengaruhi keputusan pembelian. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh brand equity terhadap keputusan pembelian konsumen pada marketplace Shopee. Metode penelitian yang digunakan adalah kuantitatif. Data dianalisis menggunakan regresi linier berganda. Ukuran sampel 68 responden dengan sampling aksidental. Data dikumpulkan dengan membagikan kuesioner pada responden pengguna shopee. Hasil penelitian memperlihatkan hasil bahwa terdapat pengaruh dari brand equity terhadap keputusan pembelian.

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Section: Tinjauan Pustaka Brand Equityunclassified

Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian (Studi Pada Konsumen Shopee)

Tresna¹,

Chan²,

Herawaty³

2021

adbispreneur

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“…Researches of innovation adoption in connection with attributes of devices (Rogers, 2010), consumer perceptions (Davis, 1993), consumer attitude (Moore & Benbasat, 1996), psychology (Hussain & Rashidi, 2015;Wozniak, Schaffner, Stanoevska-Slabeva, & Lenz-Kesekamp, 2017) and personality (Jeong et al, 2017;Rogers, 2010) have attracted prolific literature as the adoption of incremental and radical innovation of existing high-tech brands is a complex process that involves various stages such as knowledge, persuasion, decision, implementation and confirmation (Rogers, 2010). A consumer may accept the incremental/radical innovation or simply be inclined to continue using the incumbent models instead of switching to new ones (Lee & Park, 2016). Prolific literature suggests that an individual's personality traits such as innovativeness emphasised by Rogers (2010) and psychological influences such as user's engagement enforced by O'Brien and Toms (2008) are the most important traits in this regard.…”

Section: Background Of the Research Studymentioning

confidence: 99%

“…When a consumer who is a current user of an innovation is engaged with the brand, it affects the situational trait of enjoyment over a period of time contributing positively to hedonic benefits of that innovation. This ultimately leads to a sense of belongingness with the existing UCDs, either motivating an individual for innovation adoption of similar devices with radical or incremental innovations or creating a strong brand loyalty for the incumbent device that ultimately resists the adoption of incremental or radical innovation (Lee & Park, 2016;Woong-Kyu, 2016). Therefore, this study proposes a psychological model that depicts the positive influence of consumer innovativeness and engagement on the innovation adoption decision through the path of playfulness or hedonic benefits and theory of self-congruity (Byun, Dass, Kumar, & Kim, 2017).…”

Section: Conceptual Framework and Hypotheses On The Basis Of Previous Literaturementioning

confidence: 99%

Innovative user engagement and playfulness on adoption intentions of technological products: evidence from SEM-based multivariate approach

Hussain

Qazi

Ahmed

et al. 2019

Economic Research-Ekonomska Istraživanja

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Using ubiquitous computing devices, also UCD, is a conscious decision made by consumers, success of which depends on how much it involves and engages the user that results in functional, hedonic and social experiences in user's context and long-term success for organization. User engagement, tested in multifarious concepts, indicates that experiences that are significantly hedonic create an affective bond with the device and deliver high value to the consumer. This study verifies and investigates the dispositional and impacting factors that influence a consumer's adoption intention for radical or incremental innovation or loyalty to an incumbent ubiquitous computing device through concept of user engagement, self-congruity theory, innovativeness and playfulness. The research was based on a survey questionnaire collected from users of ubiquitous computing devices (UCDs) belonging to an educated urban population from an age group of 18 to 35 years residing in Karachi through convenience and self-selection sampling. In total, 654 complete responses were received coded in SPSS and the model was analysed through AMOS 23.0. Results indicate that three dimensions of user engagement are significant for ubiquitous computing devices (UCDs): focused attention, interaction appeal and perceived usability. The first two are significantly positive towards playfulness creating an association with self-concept leading to innovative consumer's innovation adoption and others having loyalty with incumbent device. The research theoretically contributes by identification of user engagement dimensions and significance of incumbent loyalty in innovation adoption phenomenon.

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The Construction and Impact of Mobile Game Players Community: A Study on “Honor of Kings”

Zhao

et al. 2021

2021 International Conference on Culture-Oriented Science &Amp; Technology (ICCST)

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The Roles of Brand Loyalty and Switching Costs in the Purchase of a New Smartphone

Cited by 3 publications

References 38 publications

Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian (Studi Pada Konsumen Shopee)

Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian (Studi Pada Konsumen Shopee)

Innovative user engagement and playfulness on adoption intentions of technological products: evidence from SEM-based multivariate approach

The Construction and Impact of Mobile Game Players Community: A Study on “Honor of Kings”

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