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The structural equation analysis of perceived product innovativeness upon brand loyalty based on the computation of reliability and validity analysis

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Abstract

Based on the theory of perceived product innovativeness and brand value, this study divides perceived product innovativeness into perceived newness and perceived meaningfulness, while introducing brand image and customer perceived value as mediators and consumer innovativeness as moderator to study the influence mechanism of consumer perceived product innovativeness on brand loyalty. Our research results show that: perceived product innovativeness will not only have a significant positive impact on brand loyalty, but will also have an indirect positive impact on brand loyalty through brand image and customer perceived value; furthermore, consumer innovativeness positively regulates the impact of perceived product innovation on brand image, but has no significant moderating effect on the relationship of perceived product innovativeness and brand loyalty. These findings also provide a theoretical basis for enterprises to improve consumer brand loyalty, excavate potential customers, and focus on brand experience.

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Acknowledgements

The authors acknowledge the Foundation of Shaanxi Educational Committee in 2017, China (Grant No. 17JK0532).

Author information

Authors and Affiliations

  1. School of Economics and Management, Xi’an University of Technology, Xi’an, Shaanxi, China

    Baoli Wang, Yubi Gao, Zhenxing Su & Jing Li

Authors
  1. Baoli Wang
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  2. Yubi Gao
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  3. Zhenxing Su
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  4. Jing Li
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Corresponding author

Correspondence to Baoli Wang.

Appendix: Constructs, scale items and sources of measurement scales

Appendix: Constructs, scale items and sources of measurement scales

Constructs

Scale items

Sources of measurements scales

Perceived product innovativeness

I feel this phone is interesting.

Stock and Zacharias [26]

I feel this phone is ordinary

I feel this phone is unique

I feel this phone provides a different using experience

This kind of mobile phone corresponds with my needs and expectations

This phone is closely related to my needs and expectations

The innovativeness of this phone is useful

The innovativeness of this phone is necessary

Consumer innovativeness

I seldom change the mobile phone

Shu et al. [6]

I know the latest phone of this brand lately

I am the first people to purchase phone of this brand

When the phone has the latest version, I would like to buy it immediately

I would like to buy the latest version immediately before I know more about it

Compared with my friends, I would know this kind of phone sooner

Customer perceived value

This brand of mobile phone can satisfy my needs

Nikhashemi et al. [20]

It is worth to buy, because I get more

The value of the brand is higher than I expected

Overall, I think this brand has more value

Brand image

This brand has advanced technology

Gwinner and Eaton [27]

This brand has different Appearance

This brand makes me feel confident

Using this brand let me have identity and status

This brand makes me feel happy

This brand makes me feel great taste

The company of this brand is big

The company of this brand has strong scientific research ability and innovation ability

The company’s reputation in the industry is good

The company of this brand has a strong sense of social responsibility

Brand loyalty

I love this brand

Laroche et al. [28]

Compared to other brand, I have more interest in this brand

I am willing to pay higher price to buy this brand

I would be happy to recommend this brand to my friend

I will actively search more information of this brand

When I buy mobile phones, this brand is the first choice for me

If have the opportunity to change other brand mobile phone, I will think seriously

I have a friendly feeling, when see the same brand of mobile phone

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Wang, B., Gao, Y., Su, Z. et al. The structural equation analysis of perceived product innovativeness upon brand loyalty based on the computation of reliability and validity analysis. Cluster Comput 22 (Suppl 4), 10207–10217 (2019). https://doi.org/10.1007/s10586-017-1218-4

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  • DOI: https://doi.org/10.1007/s10586-017-1218-4

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