Title: Factors affecting satisfaction and brand loyalty to smartphone systems: a perceived benefits perspective

Authors: Ting-Peng Liang; Chia-Yin Lai; Peng-Hsiang Hsu; Chao-Min Chiu; Chang-Tseh Hsieh

Addresses: Department of Information Management, National Sun Yat-Sen University, No. 70, Lienhai Rd., Kaohsiung City, Taiwan 80424, Republic of China ' Department of Information Management, National Sun Yat-Sen University, No. 70, Lienhai Rd., Kaohsiung City, Taiwan 80424, Republic of China ' Department of Information Management, National Sun Yat-Sen University, No. 70, Lienhai Rd., Kaohsiung City, Taiwan 80424, Republic of China ' Department of Information Management, National Sun Yat-Sen University, No. 70, Lienhai Rd., Kaohsiung City, Taiwan 80424, Republic of China ' Freelance Management Consultant, University of Southern Mississippi, 4 Anchor Drive, F321, Emeryville, CA 94608, USA

Abstract: Adoption of mobile devices is an important issue in mobile commerce. This study extends Bhattacherjee's post-acceptance model of IS continuance that examines the relationships among expectation confirmation, user satisfaction, perceived usefulness and brand loyalty. His model was extended to investigate the potential impacts of functional, experiential and symbolic benefits on smartphone users' repeat purchasing behaviour. Data from 527 valid smartphone users were collected to test our hypotheses. Major findings suggest that expectation confirmation has significant impacts on perceived benefits and user satisfaction, which in turn have a positive and significant effect on brand loyalty. Perceived benefits could effectively capture the perceived usefulness of smartphones. Their effects on brand loyalty, however, differ for different brands.

Keywords: brand loyalty; expectancy confirmation theory; experiential benefits; functional benefits; IS continuance; satisfaction; symbolic benefits.

DOI: 10.1504/IJMC.2018.094353

International Journal of Mobile Communications, 2018 Vol.16 No.5, pp.513 - 534

Received: 11 May 2016
Accepted: 14 Apr 2017

Published online: 26 Mar 2018 *

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