Toward an Integrated Decision-Making Model for Consumer Electronic

ABSTRACT

The study proposes an integrated comprehensive consumer decision-making model by extending the customer value, satisfaction, and loyalty framework to include customer experience as an antecedent to creating value and enhancing satisfaction toward technology continuance intention. Our study incorporates perspectives from information systems (IS) and service marketing, where customer value (hedonic and utilitarian) theory and literature on customer experience with perceived ease of use and perceived usefulness as its dimensions are found to be drivers of technology continuance intention for consumer electronics. In addition, partial least squares results from 370 smartphone users indicate that within consumer electronics, price negatively moderates the relationship between utilitarian value and satisfaction but not with hedonic value and satisfaction. Contributions of findings and implications are discussed to provide references for consumer electronic firms in IS and service marketing.

KEYWORDS:

• Customer value theory
• customer experience
• continuance intention
• hedonic value
• partial least squares
• utilitarian value