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    题名: Beyond the Usefulness of Branded Applications: Insights from Consumer-Brand Engagement and Self-Construal Perspectives
    作者: Yu-Hui Fang
    关键词: Branded mobile applications;consumer-brand engagement;continuance usage intention;perceived usefulness;self-construal;utilitarian
    日期: 2016-12-20
    上传时间: 2017-10-27 02:10:13 (UTC+8)
    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.
    關聯: Psychology & Marketing 34(1), p. 40–58
    DOI: 10.1002/mar.20972
    显示于类别:[會計學系暨研究所] 期刊論文


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