The Study of Smartphone Aesthetics toward Customer Loyalty– Moderating Variables of the Contents of Needs
| Autor: | Wei-Kang, Yang, 楊緯剛 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 Experiencing and pursuing beautiful things is a human nature, which is also called "Aesthetics needs" in Maslow's Hierarchy of Needs. There are many researches about aesthetics in recent years, such as product aesthetics, visual design aesthetics, and user interface aesthetics studies. Consumers and users are focusing more on their aesthetics needs than before. Researchers have emphasized the importance of aesthetics economy and considered that consumers' reactions to aesthetics products are worth studying. Under this concepts, we choose a popular product, smartphone, as our objective of aesthetics study. Due to the intense competitiveness of smartphone market, we present a construct of customer loyalty which related to the market share. The main purpose of this study is to examine the relationship of smartphone aesthetics and customer loyalty. In addition, according to the hypothesis of Hierarchy of Needs, people with different contents of needs might have different attitudes toward pursuing of aesthetics. So, we use "contents of needs" as a moderator in order to learn about the interaction between these three factors. Total of 500 smartphone users (consumers) were selected as respondents. Through hierarchical regression analysis, the result showed that “smartphone aesthetics” has positive influence on “customer loyalty”, and the moderating effect of “contents of needs” does exist. We hope that the result of this study can provide a new aspect of strategy settings to firms related to smartphone and also a new research region to aesthetics studies. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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