Purpose

The objective of the paper is to explore the relationship among perceived quality value, hedonic value, social value, price value, customer engagement and customer-based brand equity using stimulus-organism-response (S-O-R), customer engagement and customer-perceived value theories for digital payment apps. In addition, the study examines the mediating role of customer engagement between customer value dimensions and customer-based brand equity and analyzes the moderating role of age.

Design/methodology/approach

Partial least squares-based structural equation modeling was used to test the proposed hypotheses through a sample of 316 respondents who used digital payment apps.

Findings

The findings indicate that customer engagement mediates the relationship between customer value dimensions and customer-based brand equity. Age does not moderate the relationship between customer value dimensions and customer engagement. The study confirmed the pronounced effect of specific paths for various age groups.

Originality/value

This study contributes novel insight to S-O-R, customer engagement, and customer value research.

中文翻译：

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数字支付应用背景下的客户价值、客户参与度和基于客户的品牌资产

目的

本文的目的是利用刺激-有机体-反应（SOR）、客户参与度和客户感知价值理论来探索感知质量价值、享乐价值、社会价值、价格价值、客户参与度和基于客户的品牌资产之间的关系。用于数字支付应用程序。此外，该研究还考察了客户参与度在客户价值维度和基于客户的品牌资产之间的中介作用，并分析了年龄的调节作用。

设计/方法论/途径

基于偏最小二乘的结构方程模型通过使用数字支付应用程序的 316 名受访者样本来测试所提出的假设。

发现

研究结果表明，客户参与调节了客户价值维度和基于客户的品牌资产之间的关系。年龄不会调节客户价值维度和客户参与度之间的关系。该研究证实了特定路径对不同年龄段的显着影响。

原创性/价值

这项研究为 SOR、客户参与和客户价值研究提供了新颖的见解。