IJASE  2019/09
Volume 16, No.2 : 83-94
DOI:doi: 10.6703/IJASE.201909_16(2). 083  
Exploring the Loyalty of Consumers with Smart Phone Brand Experience

Shu-Ching Wanga, Yu-Ling Lina, Chan-Grong Daia and Kuo-Qin Yanb*
aDepartment of Information Management, Chaoyang University of Technology, Taiwan, R.O.C.
bDepartment of Business Administration, Chaoyang University of Technology, Taiwan, R.O.C.

Abstract: The brand experience is the specific experience and feelings of the individual consumers on the brand. The brand experience arises from the interaction between the brand and the consumer, not only the efforts made by the company in the process of consumer consumption, but also the marketing efforts done before and after consumption. Through the brand’s unique logos, stories, activities, personalities and features, consumers can experience the feelings brought by the brand. In recent years, the market for smart phones has gradually become saturated. Therefore, in addition to focusing on the quality and performance of branded mobile phones, the improvement of consumer loyalty through experience needs to be considered. In this study, the brand experience of smartphones is explored. The results obtained by this study show that: the brand experience have a positive impact on the perceived effectiveness risk, the sensory experience and the intelligent experience have a positive impact on the purchase intention, the effect of the sensory experience is the best, and the brand experience between different brands has no significant difference.

Keywords:  Consumer loyalty; brand experience; perceived performance risk; purchase intention.

 *Corresponding author; e-mail:  kqyan@cyut.edu.tw
© 2019  Chaoyang University of Technology , ISSN 1727-2394