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http://dx.doi.org/10.5392/JKCA.2022.22.09.298

A Study on the Effect of Smartphone Shopping Usage on Brand Loyalty through Cognitive Age, Social Relevance, and Rapid Technology Adaptation  

Na, Kyung-Soo (한라대학교 글로벌비즈니스학부)
Publication Information
Abstract
This study, through the potential research variables constituting smartphine shopping utilization, affects to some extent the social relevance and rapid adaptability of technology according to the cognitive age level perceived by customers. Research hypotheses and research models were established and tested to verify the research results on how they affect brand loyalty within the segmented market to which they belong. The purpose of this study is as follows. First, it was verified through the degree of casual relationship between smartphone shopping usage and potential research variables of innovation, convenience, usefulness, and hedonism that compose it, on the cognitive age level. Second, according to the cognitive age level perceived by customers themselves, it was verified through the degree of casual relationship between the mediators of social relevance and technology quick adaptability. Third, the casual relationship between social relevance, technology quick adaptability, and brand loyalty was verified according to the cognitive age level. Fourth, a theoretical study was conducted on the conceptual and operational definitions of the research variables of the research model of this study.
Keywords
Smartphone Shopping Usage; Cognitive Age; Social Relevance; Technical Rapid Adaptability; Brand Loyalty;
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Times Cited By KSCI : 2  (Citation Analysis)
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