消费价值与品牌资产对转换意向的影响：中介机制与边界条件考察
发布时间：2023-09-03 20:44
在当今的现代世界中,智能手机已成为世界各地人们日常生活设备的一部分。通过使用消费价值理论,本研究旨在了解消费价值、品牌质量和品牌忠诚度对智能手机用户转换意图和转换是构建行为适度的品牌承诺的影响。该研究采用定量方法从智能手机用户那里收集数据,并通过在柬埔寨金边市进行的在线调查来检验假设。使用描述性统计和频率分布分析、探索性因素分析和回归分析,利用286名受访者的样本进行数据分析。这项研究的结果表明,消费价值和品牌资产对品牌承诺有积极的影响。此外,品牌承诺对转换成本的转换意愿也有显着影响。
【文章页数】：61 页
【学位级别】：硕士
【文章目录】：
摘要
abstract
CHAPTER ONE INTRODUCTION
1.1.Research Background and Research Motivation
1.2.Research Aim & Objectives
1.3.Research Questions
1.4.Research Scope and Limitations
1.5.Relevance and Importance of the Research
1.5.1 Academics
1.5.2 Future Researchers
1.5.3 Smartphone Company
CHAPTER TWO LITERATURE REVIEW
2.1.Theoretical Background
2.1.1.Consumption Value Theory
2.2.Conceptualization of Research Constructs
2.2.1.Functional Value
2.2.2.Emotional Value
2.2.3.Social Value
2.2.4.Epistemic Value
2.2.5.Brand Association
2.2.6.Brand Awareness
2.2.7.Brand Quality
2.2.8.Brand Loyalty
2.2.9.Brand Commitment
2.2.10.Switching Intention
2.2.11.Switching Cost
2.3.Hypotheses Development
2.3.1.The product consumption value and brand commitment
2.3.2.The relationship of Brand Equity and Brand Commitment
2.3.3.Brand commitment and smartphone brand switching intention
2.3.4.Consumption Value to brand commitment
2.3.5.Brand equity to brand commitment
2.3.6.Moderating effect: Switching cost
CHAPTER THREE RESEARCH DESIGN AND METHODS
3.1.Research Model
3.2.Research Design
3.3.Research Sampling and Data Collection Procedure
3.4.Data Analysis Technique
3.4.1.Descriptive Statistical and Frequency Distribution Analysis
3.4.2.Exploratory Factor Analysis (EFA)
3.4.3.Regression
3.4.4.Mediation Test
3.4.5.Moderation Test
3.5.Research Ethics
CHAPTER FOUR RESULT AND FINDING
4.1 Descriptive Analysis
4.2 Reliability Statistic
4.3 Correlation Between Variables
4.4 Hypotheses Testing
4.4.1 The effect of consumption value on brand commitment
4.4.2 The effect of brand equity on brand commitment
4.4.3 The effect of brand commitment on switching intention
4.4.4 The mediating effect of brand commitment on the influence of consumptionvalue on switching intention
4.4.5 The mediating effect of brand commitment on the influence of brand equity onswitching intention
4.4.6 The moderating effect of switching cost on the influence of brand commitmenton switching intention
CHAPTER FIVE DISCUSSION AND CONCLUSION
5.1.Conclusion and Discussion
5.2.Study Implication
5.3.Research Contribution
5.4.Limitation and Future Research
REFERENCES
APPENDIX A
本文编号：3845749
【文章页数】：61 页
【学位级别】：硕士
【文章目录】：
摘要
abstract
CHAPTER ONE INTRODUCTION
1.1.Research Background and Research Motivation
1.2.Research Aim & Objectives
1.3.Research Questions
1.4.Research Scope and Limitations
1.5.Relevance and Importance of the Research
1.5.1 Academics
1.5.2 Future Researchers
1.5.3 Smartphone Company
CHAPTER TWO LITERATURE REVIEW
2.1.Theoretical Background
2.1.1.Consumption Value Theory
2.2.Conceptualization of Research Constructs
2.2.1.Functional Value
2.2.2.Emotional Value
2.2.3.Social Value
2.2.4.Epistemic Value
2.2.5.Brand Association
2.2.6.Brand Awareness
2.2.7.Brand Quality
2.2.8.Brand Loyalty
2.2.9.Brand Commitment
2.2.10.Switching Intention
2.2.11.Switching Cost
2.3.Hypotheses Development
2.3.1.The product consumption value and brand commitment
2.3.2.The relationship of Brand Equity and Brand Commitment
2.3.3.Brand commitment and smartphone brand switching intention
2.3.4.Consumption Value to brand commitment
2.3.5.Brand equity to brand commitment
2.3.6.Moderating effect: Switching cost
CHAPTER THREE RESEARCH DESIGN AND METHODS
3.1.Research Model
3.2.Research Design
3.3.Research Sampling and Data Collection Procedure
3.4.Data Analysis Technique
3.4.1.Descriptive Statistical and Frequency Distribution Analysis
3.4.2.Exploratory Factor Analysis (EFA)
3.4.3.Regression
3.4.4.Mediation Test
3.4.5.Moderation Test
3.5.Research Ethics
CHAPTER FOUR RESULT AND FINDING
4.1 Descriptive Analysis
4.2 Reliability Statistic
4.3 Correlation Between Variables
4.4 Hypotheses Testing
4.4.1 The effect of consumption value on brand commitment
4.4.2 The effect of brand equity on brand commitment
4.4.3 The effect of brand commitment on switching intention
4.4.4 The mediating effect of brand commitment on the influence of consumptionvalue on switching intention
4.4.5 The mediating effect of brand commitment on the influence of brand equity onswitching intention
4.4.6 The moderating effect of switching cost on the influence of brand commitmenton switching intention
CHAPTER FIVE DISCUSSION AND CONCLUSION
5.1.Conclusion and Discussion
5.2.Study Implication
5.3.Research Contribution
5.4.Limitation and Future Research
REFERENCES
APPENDIX A
本文编号：3845749
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