Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan
The aim of this study is to find out the relationship between the company image, company trust, consumer value and consumer innovativeness behavior. It focuses on how the company image and company trust influence the consumer value and consumer innovativeness behavior with respect to consumer indep...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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EconJournals
2017-01-01
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| Series: | International Review of Management and Marketing |
| Online Access: | https://econjournals.com/index.php/irmm/article/view/2752 |
| _version_ | 1797921458749440000 |
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| author | Shahid Rasool Asif Ayub Kiyani Fadilah Binti Siali Hiram Ting Mahani Mohammad Abdu Shakur |
| author_facet | Shahid Rasool Asif Ayub Kiyani Fadilah Binti Siali Hiram Ting Mahani Mohammad Abdu Shakur |
| author_sort | Shahid Rasool |
| collection | DOAJ |
| description |
The aim of this study is to find out the relationship between the company image, company trust, consumer value and consumer innovativeness behavior. It focuses on how the company image and company trust influence the consumer value and consumer innovativeness behavior with respect to consumer independent judgment making and consumer novelty seeking. The research design of the study was cross-sectional and exploratory. The data were collected through a questionnaire from university students who were cell phone users. Consumer value has partially mediated between company image, company trust and consumer innovativeness behavior. The results showed the significant impact of company image and company trust on consumer innovativeness behavior rather than consumer value. Marketing manager and policy makers are willing to pay much attention to increase to the maximum consumers of their company's products. Cell phone companies demand young buyers who are frequently changing their cell phones. Hence, this study gives a new aspect to enhance the cell phone consumer with the help of increasing the company image and company trust, instead of focusing on consumer values.
Keywords: Company Image; Company Trust; Consumer Value; Consumer Innovativeness Behavior
JEL Classifications: D1, M3
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| first_indexed | 2024-04-10T14:16:20Z |
| format | Article |
| id | doaj.art-446d02c9b1714ab0bab99fed83b1b2cc |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T14:16:20Z |
| publishDate | 2017-01-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-446d02c9b1714ab0bab99fed83b1b2cc2023-02-15T16:09:30ZengEconJournalsInternational Review of Management and Marketing2146-44052017-01-0171Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in PakistanShahid Rasool0Asif Ayub Kiyani1Fadilah Binti Siali2Hiram Ting3Mahani Mohammad Abdu Shakur4Faculty of Economics and Business, Universiti Malaysia Sarawak, Kuching, Sarawak, MalaysiaFaculty of Management and Human Resources, National University of Science and Technology, Islamabad, PakistanFaculty of Social Science, University of Kasdi Merbah, Ouargla, AlgeriaInstitute of Borneo Studies, Universiti Malaysia Sarawak, Kuching, Sarawak, MalaysiaFaculty of Social Science, Universiti Malaysia Sarawak, Kuching, Sarawak, Malaysia The aim of this study is to find out the relationship between the company image, company trust, consumer value and consumer innovativeness behavior. It focuses on how the company image and company trust influence the consumer value and consumer innovativeness behavior with respect to consumer independent judgment making and consumer novelty seeking. The research design of the study was cross-sectional and exploratory. The data were collected through a questionnaire from university students who were cell phone users. Consumer value has partially mediated between company image, company trust and consumer innovativeness behavior. The results showed the significant impact of company image and company trust on consumer innovativeness behavior rather than consumer value. Marketing manager and policy makers are willing to pay much attention to increase to the maximum consumers of their company's products. Cell phone companies demand young buyers who are frequently changing their cell phones. Hence, this study gives a new aspect to enhance the cell phone consumer with the help of increasing the company image and company trust, instead of focusing on consumer values. Keywords: Company Image; Company Trust; Consumer Value; Consumer Innovativeness Behavior JEL Classifications: D1, M3 https://econjournals.com/index.php/irmm/article/view/2752 |
| spellingShingle | Shahid Rasool Asif Ayub Kiyani Fadilah Binti Siali Hiram Ting Mahani Mohammad Abdu Shakur Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan International Review of Management and Marketing |
| title | Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan |
| title_full | Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan |
| title_fullStr | Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan |
| title_full_unstemmed | Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan |
| title_short | Consumer Innovativeness in Consumer-Company Relationship and Mediating Role of Consumer Value: An Empirical Study of Cell Phone Users in Pakistan |
| title_sort | consumer innovativeness in consumer company relationship and mediating role of consumer value an empirical study of cell phone users in pakistan |
| url | https://econjournals.com/index.php/irmm/article/view/2752 |
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