The Antecedents and Consequents of the Perceived Value in Smartphone Users
DOI:
https://doi.org/10.20401/rasi.6.1.378Abstract
The present study aimed to verify the influence of hedonic, utilitarian and social motivations attributes on perceived value from smartphone users and investigate the perceived value impact on positive word of mouth and the repurchase intention of smartphone users as well. For this, a model was proposed in which the perceived value is formed by the perceived enjoyment, perceived utility, perceived ease of use and subjective norm, which is the perceived value determinants on both positive word of mouth and the repurchase intention. The sample size is equal to 394 valid responses. For the analysis, the structural equation modeling (MEE) method was used. The results showed that smartphones that arouse enjoy and demonstrate the utility and ease of use will possibly be perceived as more valuable to their users. In addition, it showed that the perceived value will possibly influence the consumer to keep the relationship with the brand in the future, as well as to influence them to share information about their experience.
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