{"title":"电信行业客户资产的多重间接效应","authors":"X. Lim, J. Cheah, K. Teoh","doi":"10.47263/jasem.2(2)03","DOIUrl":null,"url":null,"abstract":"In light of the growing interest in the use of mobile phones, this study set out to examine the relationships between customer equity and consumer purchase intention in the context of telecommunication. A cross-sectional study involving purposive sampling was used to collect data from 203 respondents. Using Partial Least Squares Structural Equation Modeling (PLSSEM), the findings show that the multiple indirect effects of value equity and relationship equity significantly mediated the relationship between customization and purchase intention.Meanwhile, switching cost was found to moderate the link between brand equity-purchase Intention. Finally, implications and future study are outlined and discussed.","PeriodicalId":33617,"journal":{"name":"Journal of Applied Structural Equation Modeling","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2018-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"MULTIPLE INDIRECT EFFECTS OF CUSTOMER EQUITY IN TELECOMMUNICATION INDUSTRY\",\"authors\":\"X. Lim, J. Cheah, K. Teoh\",\"doi\":\"10.47263/jasem.2(2)03\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"In light of the growing interest in the use of mobile phones, this study set out to examine the relationships between customer equity and consumer purchase intention in the context of telecommunication. A cross-sectional study involving purposive sampling was used to collect data from 203 respondents. Using Partial Least Squares Structural Equation Modeling (PLSSEM), the findings show that the multiple indirect effects of value equity and relationship equity significantly mediated the relationship between customization and purchase intention.Meanwhile, switching cost was found to moderate the link between brand equity-purchase Intention. Finally, implications and future study are outlined and discussed.\",\"PeriodicalId\":33617,\"journal\":{\"name\":\"Journal of Applied Structural Equation Modeling\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2018-06-10\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Applied Structural Equation Modeling\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.47263/jasem.2(2)03\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"Decision Sciences\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Applied Structural Equation Modeling","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.47263/jasem.2(2)03","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Decision Sciences","Score":null,"Total":0}
MULTIPLE INDIRECT EFFECTS OF CUSTOMER EQUITY IN TELECOMMUNICATION INDUSTRY
In light of the growing interest in the use of mobile phones, this study set out to examine the relationships between customer equity and consumer purchase intention in the context of telecommunication. A cross-sectional study involving purposive sampling was used to collect data from 203 respondents. Using Partial Least Squares Structural Equation Modeling (PLSSEM), the findings show that the multiple indirect effects of value equity and relationship equity significantly mediated the relationship between customization and purchase intention.Meanwhile, switching cost was found to moderate the link between brand equity-purchase Intention. Finally, implications and future study are outlined and discussed.