面向Z世代消费者悖论中的技术服务感知与促销行为偏差:来自新兴市场的证据

IF 0.3 Q4 MANAGEMENT
Tariq Jalees, Syed Hasnain Alam, Sohaib uz Zaman, Syeda Nazneen Waseem, Shafiq ur-Rehman
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引用次数: 0

摘要

本研究探讨欺骗知觉对“满意、忠诚和信任”的影响,以及信任和满意度对顾客忠诚的中介作用。研究了“知觉欺骗与顾客满意”对企业形象和顾客忠诚的多重中介影响。这项研究的重点是新兴市场的z世代。该研究的有效样本量为385。我们在这项研究中使用了早期建立的量表和测量方法。我们发现察觉到的欺骗刺激了负忠诚、顾客信任和顾客满意度。顾客信任在感知欺骗和忠诚之间起中介作用。顾客满意调节感知欺骗和忠诚。企业形象调节感知欺骗与信任之间的关系。感知欺骗和顾客信任对企业形象和顾客忠诚具有多重中介作用。这项研究仅限于新兴市场。欺骗性广告是不道德的,伤害消费者,包括“经济损失、心理和社会不信任”。与欺骗性广告有关的条例,特别是在发展中国家,没有很好的结构和定义。此外,由于识字率低,发展中国家的消费者更容易受到误导性广告的影响。因此,发展中国家的许多广告商利用这些方面来吸引客户。本研究建立了一个包含5个直接关系、1个调节关系、2个中介关系和1个多重中介关系的模型。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Technology Services Perception and Behavioral biases of Promotion in Consumer paradox towards Generation Z: Evidence from Emerging Market
This study examines the impact of perceived deception on "satisfaction, loyalty, and trust." and mediating effect of trust and satisfaction on customer loyalty. The multi-mediating impact of "perceived deception and customer satisfaction" on corporate image and customer loyalty was measured. The study has focused on Z-Generation of the emerging market. The valid sample size for the study was 385. We have used earlier established scales and measures for this research. We found that perceived deception stimulates negative loyalty, customer trust, and customer satisfaction. Customer trust mediates perceived deception and loyalty. Customer satisfaction mediates perceived deception and loyalty. Corporate image moderates the relationship between perceived deception and trust. Perceived deception and customer trust have a multi-mediating effect on corporate image and customer loyalty. The study was limited to the emerging market. Deceptive adverting is unethical and harms consumers, including "financial loss psychological and social distrust." Regulations related to deceptive adverting, especially in developing countries, are not well structured and defined. Moreover, due to low literacy rates, consumers in developing countries are more susceptible to misleading advertising. Thus, many advertisers in developing states take advantage of these aspects and for attracting customers. This study has developed a new model with five direct relationships, one moderating relationship, two mediating relationships, and one multi-mediating relationship.
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