Comparing Mediation Effect of Functional and Emotional Value in the Relationship between Pros of Applying Big Data Analytics and Consumers’ Responses

Abstract

Applying Big Data analytics application brings many benefits for e-vendors and customers.

Emotional Bonds with Technology: The Impact of Customer Readiness on Upgrade Intention, Brand Loyalty, and Affective Commitment through Mediation Impact of Customer Value

“…On the other hand, the failure of their current products to meet their functional needs-performance, quality, and so on-enhances customer's upgrade intention toward smart products. Perceived functional value shows an essential mediating impact on customers' purchase decision [37], [38], [41]. Since perceived functional value toward products being used has already been recognized by the customers, it may mediate the effect of customer readiness on customers' upgrade intention.…”

“…Since positive emotional ties influence customers' affective commitment [24], these emotions may evoke customers' feelings toward their service providers. A few studies investigated the mediation role of emotional value on customers' responses [4], [37], [41], [54]. This study hypothesizes that perceived emotional value mediates the effect of customer readiness on customers' affective commitment toward their service providers.…”

“…Interestingly, emotional value is a competitive mediator in the relationship between customer readiness and customers' affective commitment [41] and a complementary mediator on the relationship between customer readiness and customers' upgrade intention. When product designers develop a new product with minor functional attributes, it becomes necessary to consider such emotional product attributes as aesthetics and/or beauty and the entertainment attributes that can attract customers' attention and motivate their upgrade intention.…”