The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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Roles of Brand Loyalty in Determination of Smartphone Purchasing Intention

스마트폰 구매의도 결정에서 브랜드 충성도의 역할

  • Received : 2016.12.30
  • Accepted : 2017.03.21
  • Published : 2017.03.31
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Abstract

This study aims to identify and analyze the roles of incumbent smartphone's brand loyalty in smartphone adoption considering rational judgments and aesthetics evaluation. For this purpose, two hypotheses are developed based on dual process theory. For the validation of these hypotheses, G4, a smartphone brand from LG, was adopted as the target smartphone. The participants were university students in Korea, non-LG smartphones. In result, two hypotheses were statistically supported. This study showed that users with higher brand loyalty toward incumbent smartphone would be more sensitive to rational judgment while lower brand loyalty more sensitive to aesthetic evaluation.

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References

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