Emotional Bonds with Technology: The Impact of Customer Readiness on Upgrade Intention, Brand Loyalty, and Affective Commitment through Mediation Impact of Customer Value

Abstract: Drawing upon the Theory of Consumption Value, this empirical study developed a readiness-value model and examined the direct effect of customer readiness on customer value types and the mediation impact of perceived emotional and functional value toward products being used in the relations...

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Autores principales:	Poushneh,Atieh, Vasquez-Parraga,Arturo Z.
Lenguaje:	English
Publicado:	Universidad de Talca 2019
Materias:	Smart product Upgrade intention Customer readiness Customer value Commitment Loyalty
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762019000200108
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spelling	oai:scielo:S0718-187620190002001082019-12-17Emotional Bonds with Technology: The Impact of Customer Readiness on Upgrade Intention, Brand Loyalty, and Affective Commitment through Mediation Impact of Customer ValuePoushneh,AtiehVasquez-Parraga,Arturo Z. Smart product Upgrade intention Customer readiness Customer value Commitment Loyalty Abstract: Drawing upon the Theory of Consumption Value, this empirical study developed a readiness-value model and examined the direct effect of customer readiness on customer value types and the mediation impact of perceived emotional and functional value toward products being used in the relationship between customer readiness and customers’ upgrade intention, customers’ loyalty intention toward the brands they are currently using and customers’ affective commitment toward their current service providers. Surveys obtained from 174 adult respondents were analyzed, and they show that customer readiness directly and significantly impacts all types of value: emotional, functional, social, monetary and epistemic. Perceived emotional value toward products in use acts as a complementary mediator and perceived functional value toward the products in use acts as a competitive mediator for the impact of customer readiness and customers’ upgrade intention. Additionally, perceived emotional value acts as a competitive mediator for the effect of customer readiness on customers’ affective commitment toward their service providers. Perceived functional value toward products being used fully mediates the effect of customer readiness on customers’ loyalty intention toward the brands they are using.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.14 n.2 20192019-01-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762019000200108en10.4067/S0718-18762019000200108
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Smart product Upgrade intention Customer readiness Customer value Commitment Loyalty
spellingShingle	Smart product Upgrade intention Customer readiness Customer value Commitment Loyalty Poushneh,Atieh Vasquez-Parraga,Arturo Z. Emotional Bonds with Technology: The Impact of Customer Readiness on Upgrade Intention, Brand Loyalty, and Affective Commitment through Mediation Impact of Customer Value
description	Abstract: Drawing upon the Theory of Consumption Value, this empirical study developed a readiness-value model and examined the direct effect of customer readiness on customer value types and the mediation impact of perceived emotional and functional value toward products being used in the relationship between customer readiness and customers’ upgrade intention, customers’ loyalty intention toward the brands they are currently using and customers’ affective commitment toward their current service providers. Surveys obtained from 174 adult respondents were analyzed, and they show that customer readiness directly and significantly impacts all types of value: emotional, functional, social, monetary and epistemic. Perceived emotional value toward products in use acts as a complementary mediator and perceived functional value toward the products in use acts as a competitive mediator for the impact of customer readiness and customers’ upgrade intention. Additionally, perceived emotional value acts as a competitive mediator for the effect of customer readiness on customers’ affective commitment toward their service providers. Perceived functional value toward products being used fully mediates the effect of customer readiness on customers’ loyalty intention toward the brands they are using.
author	Poushneh,Atieh Vasquez-Parraga,Arturo Z.
author_facet	Poushneh,Atieh Vasquez-Parraga,Arturo Z.
author_sort	Poushneh,Atieh
title	Emotional Bonds with Technology: The Impact of Customer Readiness on Upgrade Intention, Brand Loyalty, and Affective Commitment through Mediation Impact of Customer Value
title_short	Emotional Bonds with Technology: The Impact of Customer Readiness on Upgrade Intention, Brand Loyalty, and Affective Commitment through Mediation Impact of Customer Value
title_full	Emotional Bonds with Technology: The Impact of Customer Readiness on Upgrade Intention, Brand Loyalty, and Affective Commitment through Mediation Impact of Customer Value
title_fullStr	Emotional Bonds with Technology: The Impact of Customer Readiness on Upgrade Intention, Brand Loyalty, and Affective Commitment through Mediation Impact of Customer Value
title_full_unstemmed	Emotional Bonds with Technology: The Impact of Customer Readiness on Upgrade Intention, Brand Loyalty, and Affective Commitment through Mediation Impact of Customer Value
title_sort	emotional bonds with technology: the impact of customer readiness on upgrade intention, brand loyalty, and affective commitment through mediation impact of customer value
publisher	Universidad de Talca
publishDate	2019
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762019000200108
work_keys_str_mv	AT poushnehatieh emotionalbondswithtechnologytheimpactofcustomerreadinessonupgradeintentionbrandloyaltyandaffectivecommitmentthroughmediationimpactofcustomervalue AT vasquezparragaarturoz emotionalbondswithtechnologytheimpactofcustomerreadinessonupgradeintentionbrandloyaltyandaffectivecommitmentthroughmediationimpactofcustomervalue
_version_	1714202232971329536

Emotional Bonds with Technology: The Impact of Customer Readiness on Upgrade Intention, Brand Loyalty, and Affective Commitment through Mediation Impact of Customer Value

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