Effect of smartphone brand satisfaction on the purchase of other smart devices of the same brand

Abstract

This research focuses on the effect of brand perceptions formed through the usage of a smartphone on user satisfaction and on subsequent purchasing decisions for other smart devices of the same brand, using the theoretical background of the Expectation-Confirmation Model in IT. This study showed that the brand expectation confirmation before and after using a smartphone affected brand user experiences (perceived usefulness, perceived playfulness, and perceived aesthetics) significantly. This study is meaningful in that it has defined the perceived playfulness and perceived aesthetics in the existing ECM-IT as 'user brand experience' factors, and confirmed the relevant correlations. Also, the confirmation that smartphone usage experience can be fully transferred a user's intention to purchase other smart devices is what differentiates this study with other studies. The research results show that the user's playfulness and aesthetics perception formed through smartphone brand usage experience affects both the brand usage satisfaction and the purchase intention of portable and non-portable devices.