earticle

영어

This study investigates changes in the relationship between product satisfaction and behavioral intention based on perceived value and risk over time in the context of smartphones, which is a typical product in the issue of smart devices these days. As the smartphone market is a typical product market that changes rapidly, changes in user needs appear largely over time, according to improving product performance and the turning of competitive environments. Therefore, a study of the contemporary time as a parameter in the smartphone market is assessed as offering very important implications. A study of Ha & Son [7] has confirmed change over time in the relationship between product usage satisfaction and loyalty intentions based on performance and financial risk. However, it has used a portion of risk factors and provider’s overall satisfaction, switching cost and stipulated time to moderate variables, so it is necessary to extend the study on relationships between generally perceived risk and value. Thus, this study focuses change overtime in the relationship, perceived value, perceived risk and time for satisfaction and behavioral intention, based on a traditional consumption-system approach by Mittal, Kumar and Tsiros [27]. The purpose of this study is to research changes of value and risk overtime that are inherent in the psychology of customers in mobile service, product and related industries as well as the smartphone market. Findings show that perceived value and risk have an influence on product satisfaction positively and negatively at time points T and T+1, and that product satisfaction has an effect on behavioral intention [10]. However, while perceived value affects behavioral intention directly, perceived risk does not. Carryover effects appear significantly for all variables, perceived value, perceived risk, product satisfaction and behavioral intention. In this study, through finding the changes in customer’s satisfaction and intention and the effect between earlier time and continuous time, it provides theoretical implications through the extending of previous research and managerial implications to change the perception of customers due to the time variable.