關鍵字：年輕人、品牌忠誠、消費行為 Brand loyalty has been considered as one of the major objectives in strategic marketing, it has both a behavioral and an attitudinal component. To investigate and analyze these factors would be an interesting subject. This study aims to have better understanding of the dimensions between attitudinal brand loyalty and behavioral brand loyalty in the high-tech market for young adult consumers. Also to further understand how to build the young adult consumers’ brand loyalty from a multi-faceted perspective.
In the study, different moderators which influence the young adult consumers’ behavioral loyalty are investigated among the young adult consumers who have the attitudinal loyalty to a specific brand as an antecedent aspect. Thus, the observed effect between attitudinal and behavioral brand loyalty may be due to several variables which work as the moderators. Several influential factors are included in the research model: consumers’ level of product involvement, consumers’ perception to the corporate image/credibility, consumers’ level of satisfaction, overall performance and consumers’ price-value consciousness.