지각된 심미성과 기업연상이 사용자 행동에 미치는 영향

The Influence of Perceived Aesthetics and Corporate Association on User Behavior

The purpose of this study is to examine the relationships among perceived aesthetics, perceived value and user satisfaction at an information technology level as well as those of corporate association and corporate image at a firm level to analyze the effects of these factors on the behavior of smartphone users relative to upgrading. In order to achieve its goal, the researcher conducted a survey from smartphone users and analysed the collected data by using statistical methods including partial least square (PLS). Findings show that perceived aesthetics has a significant impact on perceived value and user satisfaction. Moreover, perceived value significantly influences user satisfaction. Secondly, both corporate social responsibility association and corporate ability association have significant influences on corporate image. Lastly, user satisfaction has a significant impact on corporate image and both user satisfaction and corporate image have been found to be significant factors influencing smartphone upgrade intention.