یک مدل انتخاب گسسته به عنوان منعکس کننده نقطه مرجع و اثر همتا
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یک مدل انتخاب گسسته به عنوان منعکس کننده نقطه مرجع و اثر همتا

عنوان فارسی مقاله: مزیت های تلفن هوشمند و وفاداری به برند: یک مدل انتخاب گسسته که منعکس کننده نقطه مرجع و اثر همتا است
عنوان انگلیسی مقاله: Smartphone preferences and brand loyalty: A discrete choice model reflecting the reference point and peer effect
مجله/کنفرانس: مجله خرده فروشی و خدمات مصرف کننده - Journal Of Retailing And Consumer Services
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: مدیریت کسب و کار، مدیریت بازرگانی، بازاریابی، مدیریت فناوری اطلاعات
کلمات کلیدی فارسی: تلفن هوشمند، وفاداری به برند، علاقه به برند، همتایان مبتکرانه، مدل لاجیت مختلط، ترجیحات وابسته به مرجع
کلمات کلیدی انگلیسی: Smartphone، Brand loyalty، Brand interest، Innovative peers، Mixed logit model، Reference-dependent preferences
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus - Master Journals List - JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.jretconser.2019.101907
دانشگاه: Technology Management, Economics and Policy Program, College of Engineering, Seoul National University, 1, Gwanak-ro, Gwanak-gu, Seoul, 08826, South Korea
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2020
ایمپکت فاکتور: 4/218 در سال 2019
شاخص H_index: 65 در سال 2020
شاخص SJR: 1/211 در سال 2019
شناسه ISSN: 0969-6989
شاخص Quartile (چارک): Q1 در سال 2019
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 9
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: خیر
آیا این مقاله مدل مفهومی دارد: ندارد
آیا این مقاله پرسشنامه دارد: ندارد
آیا این مقاله متغیر دارد: دارد
کد محصول: E14300
رفرنس: دارای رفرنس در داخل متن و انتهای مقاله
فهرست مطالب (انگلیسی)

Abstract


1- Introduction


2- Literature review


3- Model specification


4- Empirical analysis


5- Conclusion


References

بخشی از مقاله (انگلیسی)

Abstract


Brand loyalty and interest have significant impacts on consumers' smartphone choices. What about brand loyalty and interest of smartphone in South Korea where Samsung originates from? This study investigates brand loyalty and interest and how they are affected by the satisfaction of innovative peers in South Korea. An asymmetric discrete choice model with reference-dependent preferences is applied for the analysis. The estimation results show that in South Korea the brand is the most important attribute of smartphone and Apple is the strongest in brand loyalty. Whether consumers who are currently owners of Apple smartphones continue to maintain the same brand in their next purchasing depends not only on their brand loyalty but also on the satisfaction of their highly innovative peers who currently own the Apple. On the other hand, Samsung's brand loyalty is lower than that of Apple, but the brand interest is the highest. Additionally, in all smartphone brands, satisfaction with smartphone brands owned by innovative peers has a significant impact on consumers' interest.


Introduction


The global smartphone market is expanding rapidly, and it is expected that 5.9 billion people will own smartphones by 2025 (GSMA, 2018). This amounts to 71 percent of the total world population, and experts have speculated that smartphone distribution will surpass that of computers due to portability and versatility functions (Deloitte, 2017). In terms of smartphone ownership, South Korea ranks the number one worldwide, constituting nearly 96 percent of the total population (Poushter et al., 2018). Despite the high penetration rate, the number of smartphone users has steadily increased in South Korea (Ministry of Science and ICT, 2018), and smartphone manufacturers are releasing new products at shorter intervals, abbreviating the consumer replacement cycle (Lee, 2014). This results in more intensified competition in the smartphone market. Additionally, smartphone manufacturers have been striving to increase consumer satisfaction regarding products and services in an effort to increase their market share (Chen et al., 2016). In addition to non-functional attributes like brand and price, smartphones consist of various functional attributes, including screen size and central processing unit (CPU). In the early stages of smartphone production, manufacturers focused on enhancing battery, resolution, CPU, and other core technology that made up the device (Verganti, 2011), which led to smartphones within a similar price range achieving similar functional capacity. Henceforth, manufacturers attempted to gain a competitive edge in the market by offering mobile payments, location-based services, and other added functions, or by enhancing them further (Oliveira et al., 2016), but these added functions could be imitated with ease, and differentiating effects were shortlived. As a result, most of the manufacturers’ recent efforts have been on non-functional attributes such as fashionable appearance and aftersales service (Chen et al., 2016).

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