N. Nofrizal, Arizal N, Aznuriyandi Aznuriyandi, N. Lubis, Mohammad Tahir Zainuddin
{"title":"揭开消费者情感的面纱：探索消费者对高端笔记本电脑品牌的喜爱和支付意愿的心理因素","authors":"N. Nofrizal, Arizal N, Aznuriyandi Aznuriyandi, N. Lubis, Mohammad Tahir Zainuddin","doi":"10.56444/mem.v39i1.4569","DOIUrl":null,"url":null,"abstract":"Premium laptop brands are increasingly loved by consumers, and despite the high prices, they are still willingness to pay. This study aims to determine the driving factors of consumer brand love and willingness to pay for premium laptop products. Psychological factors such as social status, Fear of Missing Out (FOMO), and Hedonism are driving factors. The survey technique was used to collect data on the answers of premium laptop consumer respondents using purposive sampling of 633 buyers of premium laptop products. Data analysis of data processing and presentation using Structural Equation Modeling using SmartPLS 4.0 software. The results showed that social status and Hedonism are driving factors for brand love and willingness to pay for premium laptop products. Next, FOMO feelings also cause hedonism, but cannot make customers willingness to pay (WTP). The role of brand love and hedonism can mediate social status and FOMO on willingness to pay.","PeriodicalId":31924,"journal":{"name":"Media Ekonomi dan Manajemen","volume":"115 13","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Unveiling Consumer Affection: Exploring the Psychological Forces Driving Love and Willingness to Pay for Premium Laptop Brands\",\"authors\":\"N. Nofrizal, Arizal N, Aznuriyandi Aznuriyandi, N. Lubis, Mohammad Tahir Zainuddin\",\"doi\":\"10.56444/mem.v39i1.4569\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Premium laptop brands are increasingly loved by consumers, and despite the high prices, they are still willingness to pay. This study aims to determine the driving factors of consumer brand love and willingness to pay for premium laptop products. Psychological factors such as social status, Fear of Missing Out (FOMO), and Hedonism are driving factors. The survey technique was used to collect data on the answers of premium laptop consumer respondents using purposive sampling of 633 buyers of premium laptop products. Data analysis of data processing and presentation using Structural Equation Modeling using SmartPLS 4.0 software. The results showed that social status and Hedonism are driving factors for brand love and willingness to pay for premium laptop products. Next, FOMO feelings also cause hedonism, but cannot make customers willingness to pay (WTP). The role of brand love and hedonism can mediate social status and FOMO on willingness to pay.\",\"PeriodicalId\":31924,\"journal\":{\"name\":\"Media Ekonomi dan Manajemen\",\"volume\":\"115 13\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-01-15\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Media Ekonomi dan Manajemen\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.56444/mem.v39i1.4569\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Media Ekonomi dan Manajemen","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.56444/mem.v39i1.4569","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Unveiling Consumer Affection: Exploring the Psychological Forces Driving Love and Willingness to Pay for Premium Laptop Brands
Premium laptop brands are increasingly loved by consumers, and despite the high prices, they are still willingness to pay. This study aims to determine the driving factors of consumer brand love and willingness to pay for premium laptop products. Psychological factors such as social status, Fear of Missing Out (FOMO), and Hedonism are driving factors. The survey technique was used to collect data on the answers of premium laptop consumer respondents using purposive sampling of 633 buyers of premium laptop products. Data analysis of data processing and presentation using Structural Equation Modeling using SmartPLS 4.0 software. The results showed that social status and Hedonism are driving factors for brand love and willingness to pay for premium laptop products. Next, FOMO feelings also cause hedonism, but cannot make customers willingness to pay (WTP). The role of brand love and hedonism can mediate social status and FOMO on willingness to pay.
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