The Impact Of Perceived Value On User Loyalty Of Mobile Phone Brands

There are more and more enterprises continue to join the mobile phone industry.In recent years,the competition between domestic and foreign brands has become increasingly fierce,especially in the mobile phone industry.The increasingly comprehensive function and the frequent innovation of shape and other factors make the elimination rate and renewal rate of mobile phone far exceed other electronic products.In the face of the current situation,the competition in the mobile phone industry is becoming increasingly fierce.How can mobile phone brands find their competitive advantages,improve their competitiveness,and retain more users in the competition for their brands?This is the mobile phone brands need to pay attention to and should be considered in depth.The high competition in the mobile phone industry makes the user Satisfaction of mobile phone brands become a key factor to improve the competitiveness of mobile phone brands.At present,the evaluation research of Customer Satisfaction(CS)is one of the research hotspots in this field at home and abroad.Later,in order to prevent the loss of satisfied customers,some scholars introduced the study of Customer Loyalty.Among them,consumers' repurchase intention of brand mobile phones is an important indicator of brand Loyalty.Some scholars have found that the perceived value and psychological needs of users are factors affecting user loyalty.Mobile phone brands for empirical research,this study discusses the relationship between the psychological needs of users,the perceived value,customer satisfaction and loyalty,hope to be able to enrich our research on brand user loyalty from the psychological perspective,provide certain reference for the enterprise marketing practice and guidance,provide practical suggestions to enhance the brand identity and loyalty of consumer.In the first study,Adarsh Kumar Kakar(2018)'s scale of perceived value,user loyalty and psychological needs was adopted,and collect user satisfaction measurement questions from the network.Then,the questionnaire was revised to obtain a questionnaire suitable for the background of this study and in line with the actual situation in China.The second study investigated the influence of mobile phone brand perceived value on user loyalty,and explored the effects of psychological needs and user satisfaction to verify the theoretical concept.In this study,questionnaire survey was used to measure users'perceived value,user satisfaction,user loyalty and psychological needs of brand mobile phones.On this basis,SPSS software and Amos software were used to establish a mediation model with moderation of perceived value influencing user loyalty.The research results show that:(1)the revised official scale of brand mobile phone perceived value,user satisfaction,user loyalty and psychological needs has good reliability and validity,which is suitable for testing;(2)mobile phone brand perceived value has a significant direct impact on user loyalty;(3)user satisfaction plays an intermediary role between perceived value and user loyalty;(4)psychological needs play a moderating role in the relationship between perceived value and user satisfaction.