消费文化对肯尼亚私立大学千禧一代牙膏品牌忠诚度的调节作用

THAISAIYI ZEPHANIA OPATI, PAUL GESIMBA, PhD, LILY NJANJA, PhD
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摘要

千禧一代是技术的狂热用户,这给了他们一个通过社交媒体从本地买家转变为全球买家的平台,因此模糊了消费者私人生活和营销之间的界限。虽然性格和消费者能力对品牌忠诚度有影响,但很少有研究将文化定位为千禧一代的调节因素。本研究考察了肯尼亚私立大学千禧一代客户倾向与影响品牌忠诚度的促成因素之间关系的调节效应。研究表明,文化影响品牌忠诚度,但由于千禧一代的态度和能力,其调节作用尚不清楚。采用Hofstede文化维度的描述性研究设计来锚定研究。本研究采用多阶段抽样方法,采用李克特自填问卷的方式,对在19所特许私立大学就读的399名年龄在23岁至43岁的千禧一代学生进行调查。此外,采用层次结构方程模型回归分析和Hayes过程对数据进行分析。结果表明,消费文化对千禧一代的顾客倾向、促成因素和牙膏品牌忠诚度之间的关系没有调节作用。他们有一种年轻的文化,避开那些被认为是高质量的品牌,而选择相关的更便宜的品牌。他们崇拜那些建立了高转换成本的情感连接品牌。管理者应该了解青年文化,制定有效的策略来优化千禧一代的品牌忠诚度。未来的研究应该探索文化和社交媒体影响对千禧一代忠诚倾向形成的影响。关键字;顾客倾向,顾客推动因素,牙膏,品牌忠诚度,千禧一代和消费者社会化。引用本文:Thaisaiyi, Z. O., Gesimba, P., &;Njanja, L.(2023)。消费文化对肯尼亚私立大学千禧一代牙膏品牌忠诚度的调节作用。商业战略杂志;变革管理,10(4),174 - 188。http://dx.doi.org/10.61426/sjbcm.v10i4.2742。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
CONSUMER CULTURE MODERATING EFFECT ON CUSTOMER DISPOSITIONS, ENABLERS ON TOOTHPASTE BRAND LOYALTY AMONG MILLENNIALS IN KENYAN PRIVATE UNIVERSITIES
Millennials are avid users of technology giving them a platform to transition from local to global buyers via social media use therefore blurring boundary between consumer private life and marketing. While dispositions and consumers capabilities have an influence on brand loyalty few studies have positioned culture as moderator among the millennials. This study examined the moderation effect on the relationship between customer dispositions and enablers influencing brand loyalty among the millennials in the Kenyan private universities. Studies indicate that culture influences brand loyalty but its moderating effect is not known among millennials given their attitudes and capabilities. A descriptive research design using Hofstede Cultural Dimension was adopted to anchor the study. 399 millennials aged 23 to 43 studying at 19 chartered private universities students were targeted using a multi-stage sampling method via a self-administered Likert scale questionnaire. Additionally, Hierarchal Structural Equation Modeling Regression Analysis and Hayes PROCESS used to analyze the data. Results showed that consumer culture does not moderate the relationship between customer dispositions, enablers and toothpaste brand loyalty among millennials. They have a youth culture, avoid have perceived high-quality brands and opt for relevant cheaper one. They revere emotional connected brands which have built high switching costs. Managers should understand youth culture to formulate effective strategies for optimizing the millennials brand loyalty. Future research should explore the influence of culture and social media impact on shaping loyalty tendencies not only among millennials. Keywords; Customer Dispositions, Customer Enablers, Toothpaste, Brand Loyalty, Millennials and Consumer Socialization. CITATION : Thaisaiyi, Z. O., Gesimba, P., & Njanja, L. (2023). Consumer culture moderating effect on customer dispositions, enablers on toothpaste brand loyalty among millennials in Kenyan Private Universities. The Strategic Journal of Business & Change Management, 10 (4), 174 – 188. http://dx.doi.org/10.61426/sjbcm.v10i4.2742.
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