The Influence of Perceived Product Innovativeness on Customer Commitment: An Empirical Study of TPB Theory

Zichen Wang

2022

Abstract

The study analyzes the elements that contribute to increased customer commitment in China, with the Chinese brand Vivo as a case study. The advancement of information technology has enabled an increasing number of people to enjoy the conveniences of the Internet at any time and from any location; the population of online users is growing; demand for online shopping is increasing, and an increasing number of customers are gathering information via social media platforms. At the moment, new consumer growth has stalled, and the expense of acquiring new customers is constantly growing. Therefore, if businesses intend to succeed in the market, they must focus on their existing target groups, preserve stickiness, and encourage existing client devotion. After doing data analysis using SmartPLS 3 and SPSS, this study discovered that consumers’ perceived innovativeness of a product would have a positive and statistically significant influence on customer commitment. The findings of this study are used to develop practical recommendations for e-commerce platform-based operations and future research initiatives in this area.

Paper Citation

in Harvard Style

Wang Z. (2022). The Influence of Perceived Product Innovativeness on Customer Commitment: An Empirical Study of TPB Theory. In Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM, ISBN 978-989-758-593-7, pages 161-165. DOI: 10.5220/0011168500003440

in Bibtex Style

@conference{bdedm22,
author={Zichen Wang},
title={The Influence of Perceived Product Innovativeness on Customer Commitment: An Empirical Study of TPB Theory},
booktitle={Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM,},
year={2022},
pages={161-165},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011168500003440},
isbn={978-989-758-593-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM,
TI - The Influence of Perceived Product Innovativeness on Customer Commitment: An Empirical Study of TPB Theory
SN - 978-989-758-593-7
AU - Wang Z.
PY - 2022
SP - 161
EP - 165
DO - 10.5220/0011168500003440