BRAND SWITCHING BEHAVIOUR IN THE GENERATION Y: EMPIRICAL STUDIES ON SMARTPHONE USERS
:
https://doi.org/10.9744/jmk.20.1.23-30
Keywords:
Lifestyle, seeking variety, customer trust, brand switching, generation Y.Abstract
Lifestyle, variety seeking, customer trust and promotion are some factors that can be a trigger. The sample of respondents used in this study is 385 respondents’ smartphone users who have experience of brand switching, while the analysis of this study using structural equation modelling (SEM) and to process this research data used AMOS version 20. The result indicated that lifestyle and variety seeking is able to increase brand switching, especially on smartphone product users. Consumer trust in a particular brand still unable to reduce their desire to switch brand significantly, another result also indicated that promotion unable to increase the desire to switch brands.
References
Ahmad, N., Omar, A., & Ramayah, T. (2010). Consumer lifestyles and online shopping continuance intention. Business Strategy Series, 11(4), 227–243.[CrossRef]
Al-Kwifi, O. S., & Ahmed, Z. U. (2015). An intellectual journey into the historical evolution of marketing research in brand switching behavior – past, present and future. Journal of Management History, 21(2), 172–193. [CrossRef]
Al-Kwifi, O. S., Ahmed, Z. U., & Yammout, D. (2014). Brand switching of high-technology capital products: how product features dictate the switching decision. Journal of Product & Brand Management, 23(4/5), 322–332.[CrossRef]
Al-Kwifi, O. S. & McNaughton, R. (2011). A model of brand switching by lead users of high-tech capital equipment. International Journal of Technology Marketing, 6(3), 199–212. [CrossRef]
Anderson, E. W. & Sullivan, M. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing science, 12(125–143). [CrossRef]
Arianto, A. B. (2011). Pengaruh atribut produk, harga, kebutuhan mencari variasi, dan ketidakpuasan konsumen terhadap keputusan perpindahan merek dari samsung galaxy series di kota Malang. Jurnal Aplikasi Manajemen, 11(2), 294–305. [CrossRef]
Atkinson, S. & Butcher, D. (2003). Trust in managerial relationships. Journal of Managerial Psychology, 18(4), 282–304. [CrossRef]
Bagozzi, R. P. & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94. [CrossRef]
Belch, G. E. & Belch, M. A. (2001). Advertising and Promotion (5th ed.). USA: McGraw Hill.[CrossRef]
Bolton, R. N., Parasuman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., & Solnet, D. (2013). Understanding generation Y and their use of social media: A review and research agenda. Journal of Service Management, 24(3), 245–267. [CrossRef]
Chen, M. F. & Huang, C. H. (2013). The impacts of the food traceability system and consumer involvement on consumers' purchase intentions toward fast foods. Food Control, 33(2), 313–319. [CrossRef]
Dharmmesta, B. S. (1991). Azas-Azas Marketing. Yogyakarta: Liberty.[CrossRef]
Ghozali, I. (2013). Model persamaan struktural: Konsep dan aplikasi dengan program AMOS 21. Sema-rang: Universitas Diponegoro.[CrossRef]
Goldgehn, L. A. (2004). Generation who, what, Y? What you need to know about generation Y. Inter-national Journal of Educational Advancement, 5(1), 24–34. [CrossRef]
Gonzalez, A. M. & Bello, L. (2002). The construct "lifestyle" in market segmentation: The behavior of tourist consumers. European Journal of Marketing, 36(1/2), 51–85. [CrossRef]
Greenwood, M. & Van Buren III, H. J. (2010). Trust and stakeholder theory: Trustworthiness in the orga-nisation-stakeholder relationship. Journal of Business Ethics, 95(3), 425–438. [CrossRef]
Gunawan, F. (2013). Pengaruh persepsi merek dan kepercayaan konsumen atas produk terhadap brand switching atas produk smartphone (blackberry) pada mahasiswa UNP. Jurnal Manajemen, 2 (1), 1–11. [CrossRef]
Ha, J., & Jang, S. S. (2013). Variety seeking in restaurant choice and its drivers. International Journal of Hospitality Management, 32(March), 155–168. [CrossRef]
Inman, J. J. (2001). The role of sensory-specific satiety in attribute-level variety seeking. Journal of Consumer Research, 28(1), 105–120.[CrossRef]
Jang, S. S. & Feng, R. (2007). Temporal destination revisit intention: The effects of novelty seeking and satisfaction. Tourism Management, 28(2), 580–590. [CrossRef]
John, G., Weiss, A. M., & Dutta, S. (1999). Marketing in technology-intensive markets: Toward a conceptual framework. Journal of Marketing, 63(1), 78–91. [CrossRef]
Kahn, B. E. (1995). Consumer variety-seeking among goods and services: An integrative review. Journal of Retailing and Consumer Service, 2(3), 139–148. [CrossRef]
Kahn, B. E. & Louie, T. A. (1990). Effects of retraction of price promotions on brand choice behavior for variety seeking and last purchase loyal consumers. Journal of Marketing, 27(3), 279–289. [CrossRef]
Khan, S. & Nasr, M. (2011). Impact of lifestyle of Pakistani women on their buying behavior. International Review of Business Research Papers, 7(2), 292–309. [CrossRef]
Khrisnan, J. (2011). Lifestyle: A tool for understanding buyer behavior. International Journal of Economics and Management, 5(1), 283–298. [CrossRef]
Kotler, P. & Armstrong, G. (2008). Prinsip-prinsip pemasaran. Jakarta: Erlangga.[CrossRef]
Laksana, F. (2008). Manajemen pemasaran. Yogyakarta: Graha Ilmu.[CrossRef]
Lau, G. T. & Lee, S. H. (1999). Consumers' trust in a brand and the link to brand loyalty. Journal of Market Focused Management, 4(4), 341–370. [CrossRef]
Lazarevic, V. (2012). Encouraging brand loyalty in fickle generation Y consumers. Young Consumers, 13(1), 45–61. [CrossRef]
Lin, C. & Lin, Y.T. (2008). Robust analysis on promotion duration for two competitive brands. The Journal of the Operational Research Society, 59(4), 548–555. [CrossRef]
Lin, L. & Shih, H. (2012). The relationship of university students’ lifestyle, money attitude, personal value and their purchase decision. International Journal of Research in Management, 1(2), 19–37. [CrossRef]
Lopez, J. P. M., Redondo, Y. P., & Olivan, F. J. S. (2006). The impact of customer relationship characteristics on customer switching behavior: Diffe-rences between switchers and stayers. Managing Service Quality, 16(6), 556–574. [CrossRef]
Lu, Y., Zhao, L., & Wang, B. (2010). From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers’ purchase intention. Electronic Commerce Research and Applications, 9(4), 346–360. [CrossRef]
Maixé-Altés, J. C. (2010). Competition and choice: Banks and savings banks in Spain. Journal of Management History, 16(1), 29–43. [CrossRef]
McAlister, L. & Pessemier, E. (1982). Variety seeking behavior: An interdisciplinary review. Journal of Consumer Research, 9(3), 311–322. [CrossRef]
Meixner, O. & Knoll, V. (2015). Integrating price promotions into the switch of brands model for approximating variety-seeking behaviour. Br-itish Food Journal, 117(2), 588–603. [CrossRef]
Menon, S. & Kahn, B. E. (1995). The impact of context on variety seeking in product choices. Journal of Consumer Research, 22(3), 285–295. [CrossRef]
Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relation-ships. Journal of Marketing, 57(1), 81–101. [CrossRef]
Mowen, J. C. & Minor, M. S. (2002). Consumer Beha-vior. Upper Saddle River, NJ: Prentice Hall Inc.[CrossRef]
Muskat, M., Muskat, B., Zehrer, A., & Johns, R. (2013). Generation Y: Evaluating services experiences through mobile ethnography. Tourism Review, 68(3), 55–71. [CrossRef]
Nunnally, J. C. (1978). Phsycometric. New York: Mc-Graw-Hill.[CrossRef]
O'cass, A. & Siahtiri, V. (2013). In search of status through brands from Western and Asian origins: Examining the changing face of fashion clothing consumption in Chinese young adults. Journal of Retailing and Consumer Service, 20(6), 505–515. [CrossRef]
Palfrey, J. & Gasser, U. (2008). Born digital: Understanding the first generation of digital natives. New York: Basic Book.[CrossRef]
Parmen, A. (2013). Generation Y vs. baby boomers: Shopping behavior, buyer involvement and implications for retailing. Journal of Retailing and Consumer Service, 20(2), 189–199. [CrossRef]
Peter, T. (1987). Triving on chaos. New York: Alfred A. Knopf.
Phau, I. & Cheong, E. (2009). How young adult con-sumers evaluate diffusion brands: Effects of brand loyalty and status consumption. Journal of International Consumer Marketing, 21(2), 109–123. [CrossRef]
Ping, R. A. (1993). The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect. Journal of Retailing, 69(3), 320–352. [CrossRef]
Plummer, J. T. (1974). The concept and application of lifestyle segmentation. Journal of Marketing, 38(1), 33–37. [CrossRef]
Porral, C. C., & Levy-Mangin, J.P. (2016). Food private label brands: the role of consumer trust on loyalty and purchase intention. British Food Journal, 118(3), 679–696. [CrossRef]
Rajagopal, S. (2005). Influence of brand name in variety seeking behavior of consumers: An empirical analysis. Departement of Marketing, Business Division. Monterrey Institute of Technology and Higher Education, ITESM Mexico City Campus. Mexico. [CrossRef]
Rajamma, R. K., Pelton, L. E., Hsu, M. K., & Knight, D. K. (2010). The impact of consumers’ need for uniqueness and nationality on generation Y’s retail patronage behaviors: Investigating American and Taiwanese consumers. Journal of Global Marketing, 23(5), 387–410. [CrossRef]
Ranaweera, C. & Jaideep, P. (2003). The influence of satisfaction, trust and switching barriers on cus-tomer retention in a continuous purchasing setting. Journal of Service Industry Management, 14(4), 374–395. [CrossRef]
Reisenwitz, T. H. & Iyer, R. (2009). Differences in generation X and generation Y: Implications for the organization and marketers. The Marketing Man-agement Journal, 19(2), 91–103. [CrossRef]
Sari, D. P., Hidayat, W., & Widiartanto. (2014). Pengaruh lifestyle, efek komunitas, dan fitur produk terhadap keputusan brand switching smartphone blackberry ke merek lain. Jurnal Ilmu Administrasi Bisnis, 3(4), 1–9. [CrossRef]
Shukla, P. (2004). Effect of product usage, satisfaction and involvement on brand switching behaviour. Asia Pacific Journal of Marketing and Logistics, 16(4), 82–104. [CrossRef]
Soares, A. M., Pinho, J. C., & Nobre, H. (2012). From social to marketing interactions: The role of social networks. Journal of Transnational Management, 17(1), 45–62. [CrossRef]
Solka, A., Jackson, V. P., & Lee, M. (2011). The influence of gender and culture on Generation Y consumer decision making styles. The International Review of Retailing Distribution and Consumer Research, 21(4), 391–409. [CrossRef]
Solomon, M. R. (2011). Consumer behavior: Buying, having, and being. Upper Saddle River, NJ: Pearson.[CrossRef]
Srinivasan, N. & Ratcford, B. T. (1991). An empirical test of a model of external search for automobiles. Journal of Consumer Research, 18(2), 233–242. [CrossRef]
Steenkamp, J. B. E. M. & Baumgartner, H. (1995). Development and crosscultural validation of a short form of CSI as a measure of optimum stimulation level. International Journal of Research in Marketing, 12(2), 97–104. [CrossRef]
Sun, B. (2005). Promotion effect on endogenous consumption. Marketing science, 24(3), 430–443. [CrossRef]
Syrett, M. & Lammiman, J. (2004). Advertising and millennials. Young Consumers: Insights and Ideas for Responsible Marketing, 15(4), 62–84. [CrossRef]
Twenge, J. M. & Campbell, S. M. (2008). Generational differences in psychological traits and their impact on the workplace. Journal of Managerial Psychology, 23(8), 862–877. [CrossRef]
Valentine, D. B. & Power, T. L. (2013). Generation Y values and lifestyle segments. Journal of Consumer Marketing, 30(7), 597–606. [CrossRef]
Van Trijp, H. C. M., Hoyer, W. D., & Inman, J. J. (1996). Why switch? Product category: Level explanations for true variety-seeking behavior. Journal of Marketing Research, 33(3), 281–292. [CrossRef]
Viswanathan, V. & Jain, V. (2013). A dual system approach to understanding "generation Y" decision making. Journal of Consumer Marketing, 30(6), 484–492. [CrossRef]
Wathne, K. H., Biong, H., & Heide, B., J. (2001). Choice of supplier embedded markets relationship and marketing program effects. Journal of Marketing, 65(2), 54–66. [CrossRef]
Yap, B. W., Ramayah, T., & Shahadin, N. W. (2012). Satisfaction and trust on customer loyalty: A PLS approach. Business Strategy Series, 13(4), 154–167.[CrossRef]
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish on this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
