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題名 Facilitation of consumer loyalty toward branded applications: The dual-route perspective
作者 曾祥景
Tseng, Timmy H.
貢獻者 企管系
關鍵詞 Brand benefits; Information quality; System quality; Parasocial interaction; Perceived usefulness; Branded applications
日期 2018-08
上傳時間 24-七月-2018 16:46:19 (UTC+8)
摘要 Although many brands develop mobile applications (apps) to build relationships with consumers, most branded apps fail to retain consumers’ loyalty. This study examines the facilitation of consumer loyalty toward branded apps (continuance intention, in-app purchase intention, and word-of-mouth intention) from the dual-route perspective. One route is the affective (relationship) route, where brand benefits (functional benefits, experiential benefits, symbolic benefits, and monetary benefits) drive parasocial interactions between consumers and the brand, which, in turn, influences branded app loyalty. The other route is the utility route, where system characteristics (system quality and information quality) affect perceived usefulness, which, in turn, facilitates branded app loyalty. An online survey was conducted, and the research model was empirically tested using partial least squares structural equation modeling. The findings support the dual-route perspective according to which both affective and utilitarian paths facilitate branded app loyalty. The key theoretical contribution of this study is that it moves beyond the utilitarian path and finds the affective (relationship) path to give a more complete picture of the facilitation of consumer loyalty in the branded app context. A strategy is provided to suggest to practitioners how to design branded apps to facilitate consumer loyalty.
關聯 Telematics and Informatics, Volume 35, Issue 5, Pages 1297-1309
資料類型 article
DOI https://doi.org/10.1016/j.tele.2018.03.002
dc.contributor 企管系
dc.creator (作者) 曾祥景zh_TW
dc.creator (作者) Tseng, Timmy H.en_US
dc.date (日期) 2018-08
dc.date.accessioned 24-七月-2018 16:46:19 (UTC+8)-
dc.date.available 24-七月-2018 16:46:19 (UTC+8)-
dc.date.issued (上傳時間) 24-七月-2018 16:46:19 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118862-
dc.description.abstract (摘要) Although many brands develop mobile applications (apps) to build relationships with consumers, most branded apps fail to retain consumers’ loyalty. This study examines the facilitation of consumer loyalty toward branded apps (continuance intention, in-app purchase intention, and word-of-mouth intention) from the dual-route perspective. One route is the affective (relationship) route, where brand benefits (functional benefits, experiential benefits, symbolic benefits, and monetary benefits) drive parasocial interactions between consumers and the brand, which, in turn, influences branded app loyalty. The other route is the utility route, where system characteristics (system quality and information quality) affect perceived usefulness, which, in turn, facilitates branded app loyalty. An online survey was conducted, and the research model was empirically tested using partial least squares structural equation modeling. The findings support the dual-route perspective according to which both affective and utilitarian paths facilitate branded app loyalty. The key theoretical contribution of this study is that it moves beyond the utilitarian path and finds the affective (relationship) path to give a more complete picture of the facilitation of consumer loyalty in the branded app context. A strategy is provided to suggest to practitioners how to design branded apps to facilitate consumer loyalty.en_US
dc.format.extent 422615 bytes-
dc.format.mimetype application/pdf-
dc.relation (關聯) Telematics and Informatics, Volume 35, Issue 5, Pages 1297-1309
dc.subject (關鍵詞) Brand benefits; Information quality; System quality; Parasocial interaction; Perceived usefulness; Branded applicationsen_US
dc.title (題名) Facilitation of consumer loyalty toward branded applications: The dual-route perspectiveen_US
dc.type (資料類型) articleen
dc.identifier.doi (DOI) 10.1016/j.tele.2018.03.002
dc.doi.uri (DOI) https://doi.org/10.1016/j.tele.2018.03.002