Playing Game Or Searching Information? How Brand Equity and Shopping Value Affect Consumer Response

The study conducts two experiments involving 215 participants to test the research hypotheses. The research results support that the impact of App type on users’ response to the App were moderated by brand attitude and shopping value.



Citation:

George Shen (2015) ,"Playing Game Or Searching Information? How Brand Equity and Shopping Value Affect Consumer Response", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 242-242.

Authors

George Shen, National Chiayi University



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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