Exploring the Relationship among Information Quality, System Quality, Trust and Flow Experience on Brand Loyalty of Smartphone Users

Abstract

The purpose this research is to explore the relationship among information quality, systemquality, trust andlow experienceon brand loyalty on smartphone users.Based on 150 valid responses colleted from a survey quetionnaire, structural equation modeling (SEM) technologywas employed to examine the research model.The result show that both information quality and system quality significantly effect users' trust and flow experiences, which futher determinane their loyalty. Moreover, the flow experience is the strongerst determinant of users' loyalty, while the effect of system quality strongerthan information quality. These findings implied that Xiaomi have better effects than Oppo and Samsung.Therefore, smartphone providers need to consider user experience when seeking users' loyalty. They also should enhance information quality and system quality in order to improve user trust and flow experience.Although much research has been conducted to explore the effects of extrinsic motivations, such as perceived usefulness, on smartphone user behavior, the effect of intrinsic motivations, such as flow experience, is seldom tested. This research found the effect of flow experience on Xiaomi smartphone users' loyalty to be significant, but Oppo and Samsung not significant.