アカラデシルンスリー パジャリー   ACKARADEJRUANGSRI P.    所属   立命館アジア太平洋大学  国際経営学部    職種   教授
言語種別	英語
発行・発表の年月	2024/06/25
形態種別	論文（学術誌・プロフェショナル誌）
査読	査読あり
標題	Brand Commitment as Predecessor to the Factors of Continuance Intention.
執筆形態	共著
掲載誌名	Journal of Marketing Analytics
掲載区分	国外
出版社・発行元	Springer Nature
総ページ数	15
担当区分	責任著者
国際共著	国際共著
著者・共著者	Amoroso, L. D., Ackaradejruangsri, P.
概要	This study investigates whether Japanese consumers’ traditionally strong brand commitment has changed over time in the context of mobile wallet applications. Using comparable survey data collected in 2018 and 2023, the research examines relationships among brand commitment, satisfaction, loyalty, habit, and continuance intention. The findings show that brand commitment remained a strong predictor of satisfaction, loyalty, and habit across both years, indicating sustained attachment to brands despite broader concerns about declining loyalty in Japan. Loyalty was found to mediate the effects of satisfaction and habit on continued use. The study extends consumer behavior research and offers valuable implications for international marketing and mobile payment providers.