Abstract
The global use of smartphone has had tremendous social, environmental, and economic impacts in the last decade, and continues to grow impressively. In order to comprehend customers’ purchase behavior, it is crucial to understand the driving force behind their choice of one specific brand among various competitors. A few prior researches have demonstrated that not only the optimal experience of flow, but also identity features (i.e., self-identity, social identity, brand identity) facilitate a customer’s purchase intention. Previous studies also indicate that brand-related constructs (e.g., typically brand image but sometimes also brand personality and communication) predict purchase intention. As the first study combining flow, which focuses on investigating the consumer purchase behavior through identity and brand-related constructs, we propose a conceptual model that combines flow theory, brand image, brand communication, brand identity, and brand personality to investigate purchase intention. We have empirically tested the conceptual model based on the data collected from 1377 Chinese smartphone users. Results via the structural equation modeling with AMOS software indicated that flow experience, brand image, brand communication, brand personality, and brand identity all directly or indirectly explain purchase intention. Flow experience serves a critical role in mediating the path from brand communication, brand personality, and brand identity to purchase intention. The research focuses on the strategic implication of the various brand features management and aims to harmonize economic, social, and environmental sustainability.
Highlights
The use of smartphone has grown tremendously in the last decade, with the digitalized era in human society, the growth of the smartphone industry [1], and the increase of social interactions via Internet [2]
Acquiring deeper knowledge at the psychological level could contribute ideas and insights for developing strategies to better cope with the various negative consequences by finding new ways to harmonize social, environmental, and economic sustainability, and, to develop strategies to better cope with these negative consequences of smartphone use at the global level
As flow has proved to predict purchase intention, and consistent with what we have already proposed in H3b, we propose that: H3c: Flow experience mediates the path between brand identity and purchase intention
Summary
The use of smartphone has grown tremendously in the last decade, with the digitalized era in human society, the growth of the smartphone industry [1], and the increase of social interactions via Internet [2] This phenomenon poses huge challenges in terms of social sustainability (e.g., internet addiction), environmental sustainability (pollution for production materials, energy usage), and economic sustainability (e.g., long-term market challenges). There are trends to maximize immediate economic profit with little care for its long-term sustainability in terms of economic, environmental, and social impacts This is a common global phenomenon that affects the global world community, irrespective of culture, language, latitudes, geography, religion, policy, etc. Consumption purchase represents, one of the most powerful everyday behavioral areas capable of affecting, by means of the activities and lifestyles they imply, the economy per se, and its societal and environmental impacts
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