Product attributes and brand equity in the mobile domain: The mediating role of customer experience

被引:114
作者
Sheng, Margaret L. [1 ]
Teo, Thompson S. H. [2 ,3 ]
机构
[1] Natl Taiwan Univ Sci & Technol, Sch Management, Dept Business Adm, Taipei 106, Taiwan
[2] Natl Univ Singapore, Sch Business, Dept Decis Sci, Singapore 117548, Singapore
[3] Natl Univ Singapore, Dept Informat Syst, Sch Comp, Singapore 117548, Singapore
关键词
Mobile domain; Brand equity; Customer experience; Mediating effect; Utilitarian and hedonic benefits of products; STRUCTURAL EQUATION MODELS; CONSUMER CHOICE; DESIGN; ATTITUDES; MODERATOR; LOYALTY; IMPACT; TRIAL; USER;
D O I
10.1016/j.ijinfomgt.2011.11.017
中图分类号
G25 [图书馆学、图书馆事业]; G35 [情报学、情报工作];
学科分类号
1205 ; 120501 ;
摘要
There are studies showing that utilitarian (perceived ease of use and perceived usefulness) and hedonic (entertainment and aesthetics) attributes of products are two fundamental resources that ensure brand equity in the mobile domain. However, few studies examine the attributes of products and how and why such resources influence mobile brand equity. In this study, a survey was carried out on 262 mobile users in Taiwan to examine the mediating effects of customer experience on the relationship between product attributes on mobile brand equity. Our findings suggest that utilitarian and hedonic attributes of products affect mobile brand equity through customer experience. In other words, perceived ease of use, perceived usefulness, entertainment, and aesthetics may not be intrinsic value: their value on mobile brand equity is realized through customer experience. However, whereas the effect of perceived ease of use on mobile brand equity is partially mediated, perceived usefulness, entertainment, and aesthetics are fully mediated by customer experience. By showing the differential effects of product attributes on mobile brand equity, this study provides a more refined understanding of the interplay among product attributes, customer experience, and mobile brand equity. The results suggest that by overlooking the mediating role of customer experience, previous research may have provided an overly optimistic view of the value of product attributes in mobile brand equity. (C) 2011 Elsevier Ltd. All rights reserved.
引用
收藏
页码:139 / 146
页数:8
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