عنوان انگلیسی مقاله:

 The role of aesthetic, cultural, utilitarian and branding factors in young Chinese consumers’ repurchase intention of smartphone brands

ترجمه عنوان مقاله: نقش عوامل زیبایی، فرهنگی، سودمندی و برند در قصد خرید مجدد مصرف کنندگان جوان چینی از برندهای گوشی های هوشمند

رشته: بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 12 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Despite the exponential growth of smartphone consumption, to date, very few studies have investigated the factors that influence consumers’ repurchase intention of smartphone brands. China has become the world’s largest consumer markets for smartphones, therefore understanding young Chinese consumers’ repurchase intention in the smartphone market is of crucial importance to smartphone companies. A preliminary qualitative study based on 30 face-to-face interviews has led to the development of a new conceptual framework including aesthetic (design appeal), functional (perceived quality), brand value (brand popularity), social (subjective norm) and cultural influences (mianzi). The newly developed framework has been tested through partial least squares structural equation modeling with a sample of 321 young Chinese smartphone users. The results show that young Chinese customer’s smartphone repurchase intention is mainly determined by mianzi, perceived quality, brand popularity, and design appeal. Furthermore, findings also highlight that subjective norm, perceived quality and design appeal affect Chinese people’s mianzi.

Keywords: Smartphone brands; Young Chinese consumers; Chinese culture; Mianzi; Repurchase intention

مقدمه مقاله

In the twenty first century, smartphones appear to be viewed as a necessity for the majority of consumers across all dimensions of age, gender or education level (Persaud & Azhar, 2012). In the last few years, smartphone penetration keeps growing and in many countries time spent using smartphones now exceeds web usage on computers (Nielsen, 2014). Smartphones have become an inte-gral part of the everyday life of many consumers both in developed and emerging countries. China’s smartphone user base is already the largest in the world by far (totaling 521.7 million in 2014) and this figure is set to grow further (e-Marketer, 2014). Smartphones have become a life companion for many consumers who use them each day to perform a wide arrange of activities, such as checking emails, chatting with friends, browsing the internet, managing businesses, purchasing products and booking services, and so forth.

Despite the exponential growth of smartphone technology and its rapid adoption by vast numbers of consumers, to date, there is a paucity of research on the factors that in fluence consumer’s decision regarding smartphones (Kim, Chun,&Lee, 2014; Koo,Chung,&Kim, 2015). Existing theories adopted for explaining consumer behavior in relation to high-technology products such as smartphones mainly focus on consumer decisions to adopt those products (e.g.Joo&Sang, 2013; Kim et al., 2014; Park&Chen,2007); however, research on continuance intention is still scant. The continuance or repurchase intention model explains usage behavior or continued use after the initial adoption of a technology (Bhattacherjee, 2001).

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