The Influence Of Consumption Value And Brand Equity On Switching Intention:An Examination Of Mediating Mechanism And Boundary Condition

In the present modern world,Smartphones have become part of daily life devices for people around the world.By using Consumption Value theory,this study was conducted in order to understand the effect of consumption value,brand quality and brand loyalty on brand commitment toward smartphone user switching intention and switching is the construct act as moderate.The study adopted the quantitative approach to collect data from smartphone users and to test hypotheses through an online survey in Phnom Penh City,Cambodia.Descriptive Statistical and Frequency Distribution Analysis,Exploratory factor analysis,and Regression were used for data analysis by utilizing the sample of 286 respondents.The outcome of this study suggests that consumption value and brand equity have a positive influence over brand commitment.Furthermore,brand commitment also had a significant effect on switching intention of switching cost acts as moderator.