Positive Outcomes of Attachment toward Smartphone Applications
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It is generally believed that people’s strong attachment has positive effects on their brand support behaviors and life satisfaction. The positive effect of strong attachment on brand supportive behavior and life satisfaction has been well supported in academics in marketing and consumer research. Different from the existing studies, we expand our study to include those important consequence variables; (1) support behavior for parent brand, (2) attachment with smartphone itself that contains the applications, both as part of brand performance, and (3) stress relief as part of life satisfaction. To do so, a survey was conducted to college students and full-time employees who own smartphones in South Korea. The survey consisted of three types of applications (SNS and messenger, entertainment, education and information). We confirmed the results of previous studies, the positive effect of attachment with applications on brand supportive behaviour and life satisfaction through self-efficacy. Importantly, attachment with applications positively influences even parent brand supportive behaviour, encourages attachment with smartphone, and leads to life satisfaction through stress relief. Our study may provide contributions academically and practically in the area of mobile consumer behaviour and life satisfaction, since no existing studies have examined the relationships that the current study does.
Abstract
It is generally believed that people’s strong attachment has positive effects on their brand support behaviors and life satisfaction. The positive effect of strong attachment on brand supportive behavior and life satisfaction has been well supported in academics in marketing and consumer research. Different from the existing studies, we expand our study to include those important consequence variables; (1) support behavior for parent brand, (2) attachment with smartphone itself that contains the applications, both as part of brand performance, and (3) stress relief as part of life satisfaction. To do so, a survey was conducted to college students and full-time employees who own smartphones in South Korea. The survey consisted of three types of applications (SNS and messenger, entertainment, education and information). We confirmed the results of previous studies, the positive effect of attachment with applications on brand supportive behaviour and life satisfaction through self-efficacy. Importantly, attachment with applications positively influences even parent brand supportive behaviour, encourages attachment with smartphone, and leads to life satisfaction through stress relief. Our study may provide contributions academically and practically in the area of mobile consumer behaviour and life satisfaction, since no existing studies have examined the relationships that the current study does.
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