The customer journey when purchasing a new mobile phone: Testing a dual mediation model

Jengchung Victor Chen, Phyo Linn Nicholas Kyaw, William H. Ross

研究成果: Article同行評審

3 引文 斯高帕斯(Scopus)

摘要

Manufacturers and wireless carriers who market cellular telephones seek to shape consumer purchase intentions through advertising. The present paper builds upon previous research to test a Dual Mediation Model (DMM) of advertising that incorporates cognitions, affect, attitudes toward the advertisement and attitudes toward the brand as these influence consumers' purchase intentions. A field study investigating university students' intentions to purchase a cellular telephone is used to test the model with structural equations. The results indicate strong support for the DMM.

原文English
頁(從 - 到)116-132
頁數17
期刊Journal of Direct, Data and Digital Marketing Practice
10
發行號2
DOIs
出版狀態Published - 2008 十月

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing
  • Management of Technology and Innovation

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