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http://dx.doi.org/10.5859/KAIS.2014.23.4.147

Effects of Brand Attachment and Perceived Aesthetic on Intention to Purchase New Smartphone  

Lee, Woong-Kyu (대구대학교 경상대학 경영학과)
Park, Jin-Hoon (대구대학교 대학원 경영학과)
Publication Information
The Journal of Information Systems / v.23, no.4, 2014 , pp. 147-168 More about this Journal
Abstract
Consumer's switching behavior from incumbent smartphone to new one can be explained by not merely rational assessment but also affective aspects like aesthetic or pleasure and emotional points like attachment. but, in information system field, researches on affective.emotional factors relatively were insufficient and researches which focus on the perspective of the consumer were more scarcity. consumer's attachment to current smartphone brand and perceived aesthetic on new one would influence rational evaluation to switch or not. Therefore, this study investigates relationship between emotional factors on current smartphone and assessment of new one, in turn, we empirically analyzes purchase intention of the consumer. In order to prove the validity of the hypotheses, this study was applied longitudinal study and then conduct a survey of 212 smartphone users. The analysis results by Partial Least Square (PLS) approach showed that all hypotheses in this study were statistically supported.
Keywords
Switching Behavior; Purchase Intention; Brand Attachment; Perceived Aesthetic; Theory of Reasoned Action; Smartphone;
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Times Cited By KSCI : 4  (Citation Analysis)
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