Earticle

초록

영어

This study examines the effects of perceived value among smart phone users on customer satisfaction, brand trust, brand loyalty, and switching intention in order to analyze the process of purchasing smart phone in China. To this end, a survey was conducted among Xiaomi and Galaxy smart phone users in Shanghai, China. The results show that perceived value had no direct effect on brand loyalty and switching intention, but it turned out that perceived value had indirect effect on brand loyalty through brand trust when the mediating effect was measured. In addition, it turned out that customer satisfaction had direct effects on brand trust while it had no direct effect on brand loyalty and switching intention. Brand trust had direct effects on brand loyalty and switching intention, and it also had indirect effects on switching intention through brand loyalty. It also turned out that brand loyalty had direct effects on switching intention, and that perceived value in the general model of this study had direct effects on brand trust. The mediating effect through customer satisfaction indicates the function of a partial mediating model. Since perceived value had no direct effect on brand loyalty, the mediating effect through brand trust indicates the function of a complete mediating model. Since customer satisfaction had no direct effect on brand loyalty, the mediating effect through brand trust indicates the function of a complete mediating model. It is thought that the findings of this study will contribute to establishing marketing strategies to secure competitive edge among smart phone competitors in China. In addition, if smart phone suppliers in the Chinese market desire basic materials for the establishment of marketing strategies differentiated from those of competitors, the findings of this study can be utilized and helpful for such strategies.

목차

Abstract
 1. Introduction
 2. Theoretical Backgrounds
  2.1. Definitions of Perceived Value, Customer Satisfaction, Brand Trust, Brand Loyalty, and Switching Intention
  2.2. Relations among Perceived Value, Customer Satisfaction, Brand Trust, Brand Loyalty, and Switching Intention
 3. Methodology and Research Model
  3.1. Research Model
  3.2. Data Collection
 4. Empirical Analysis
  4.1. Analysis of Reliability and Validity
  4.2. Result Analysis (Hypothesis Test)
 5. Conclusions
  5.1. Summary of Findings
  5.2. Significance
  5.3. Limitations and Directions for the Future Study
 References

키워드

저자

• Pan Huifeng [ Beijing Institute of Graphic Communication; Post-Doctoral Research Station in Business Administration of TsingHua University, Beijing, China ]
• Man-su Kang [ Dept of Research, Korean Federation of Credit Gaurantee Foundations, Daejeon, Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of u- and e- Service, Science and Technology

• 간기

  격월간

• pISSN

  2005-4246

• 수록기간

  2008~2016

• 십진분류

  KDC 505 DDC 605