教師資料查詢 | 類別: 期刊論文 | 教師: 方郁惠 Yu-hui Fang (瀏覽個人網頁)

標題:Beyond the Usefulness of Branded Applications: Insights from Consumer-Brand Engagement and Self-Construal Perspectives
學年105
學期2
出版(發表)日期2017/02/01
作品名稱Beyond the Usefulness of Branded Applications: Insights from Consumer-Brand Engagement and Self-Construal Perspectives
作品名稱(其他語言)
著者Yu-Hui Fang
單位
出版者
著錄名稱、卷期、頁數Psychology & Marketing 34(1), p. 40–58
摘要Branded mobile applications (apps) present one of the most promising opportunities for marketers to
reach current and potential customers, sell products or services, and facilitate customer engagement
with brands. This study aims to explore how branded apps influence consumers’ brand repurchase
intention and continuance usage intention. Integrating the utilitarian view from information
systems research and the view of consumer–brand engagement from marketing research, a
complementary engagement path alongside the utilitarian path was devised and tested in order to
elucidate consumer perceptions toward branded apps. Independent self-construal and
interdependent self-construal moderate relationships along the utilitarian path and engagement
path, respectively. Data collected from 637 respondents support most of the proposed hypotheses.
Results show that the engagement path has more influence on continuance intention and equal
influence on repurchase intention when compared to the utilitarian path. Findings show that apps
users have different thoughts along each of the two paths, depending on their self-construal. The
study’s findings also provide app designers and marketers with new perspectives on how to better
design branded apps.
關鍵字Branded mobile applications;consumer-brand engagement;continuance usage intention;perceived usefulness;self-construal;utilitarian
語言英文(美國)
ISSN
期刊性質國外
收錄於SSCI;
產學合作
通訊作者Fang, Y.H.
審稿制度
國別美國
公開徵稿
出版型式,電子版,紙本
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