The Role of Social Variables in U.S. Consumer Loyalty regarding Chinese Consumer Electronics
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Despite numerous studies on consumer attitudes toward Chinese products and the consumer trust-satisfaction-loyalty link, little empirical work has been conducted to investigate the causal effects of social variables, such as social influence and word-of-mouth, and the consumer satisfaction-loyalty link of Chinese consumer electronics within the U.S. market. Thus, this study developed a conceptual model to examine the significant effects of word-of-mouth on consumers’ trust, satisfaction, and loyalty regarding consumer electronics which are made in China. This study utilized two types of social variables: word-of-mouth and social influence, and has explored the relations between the two social variables and two dimensions of consciousness: health consciousness and price consciousness. Within the model, the relations between the trust-satisfaction-loyalty link and two dimensions of consciousness have been tested.