文章基本信息

标题：MULTIPLE INDIRECT EFFECTS OF CUSTOMER EQUITY IN TELECOMMUNICATION INDUSTRY
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作者：Xin Jean Lim ; Jun-Hwa Cheah ; Kenny Guan-Cheng Teoh 等
期刊名称：Journal of Applied Structural Equation Modeling
电子版ISSN：2590-4221
出版年度：2018
卷号：2
期号：2
页码：61-77
DOI：10.47263/JASEM.2(2)03
出版社：Sarawak Research Society (SRS)
摘要：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.
关键词：Customization; Customer equity; Purchase intention; Malaysia; SEM-PLS