Impact of Consumption Experience on Customer Engagement with Value Consciousness and Consumer Involvement as Moderators: Evidence from Smartphone Industry of Pakistan

Abstract

This study aimed to investigate the impact of consumption experience on customer engagement mediated by brand love and consumer involvement and value consciousness acting as moderators. Present research has used consumption experience as independent variable. Brand love was used as mediator. Consumer involvement and value consciousness were used as moderators. Customer engagement was used as dependent variable. The customers associated with smartphone industry of Pakistan were the targeted audience for current study to explore the relationship between above-mentioned variables. Quantitative research method was used, as primary data was collected through adopted questionnaire based on 5-Likert scale. The responses were recorded from 300 respondents (customers associated with smartphone industry of Pakistan) through convenience sampling technique. Responses recorded were analyzed by using statistical tests (correlation, regression, and moderation analysis) with the help of SPSS Software. Results of correlation and regression analysis have highlighted that consumption experience significantly impacts brand love and brand love significantly impacts customer engagement in smartphone industry of Pakistan. Furthermore, moderation analysis has proved significant positive moderating effect of consumer involvement and value consciousness in relationship between brand love and customer engagement in smartphone industry of Pakistan. Based on the findings of moderation analysis, it is proved that an increase in consumer involvement and value consciousness causes a definite increase in in relationship between brand love and customer engagement in smartphone industry of Pakistan and vice versa.