Online communities, consumer involvement, innovation, and satisfaction affecting brand loyalty of android smartphone users in Ho Chi Minh city, Vietnam

Abstract

This independent study was aimed at exploring online communities in terms of online word of mouth and forum, consumer involvement, innovation, and satisfaction affecting brand loyalty of Android smartphone users in Ho Chi Minh City (HCMC), Vietnam. The survey questionnaire was used as an instrument for collecting the primary data. The sample size was 135 Vietnamese people using Android smartphones and living in HCMC. The statistics of data analysis were reliability analysis, descriptive statistical analysis, and multiple regression analysis. The results were found that the majority of respondents were female with 23-39 years of age. They were self-employed and earned an average monthly income $505 to $700. Most of them used Samsung smartphones for over 4 hours per day and changed a new Android smartphone after using the old one over 1 year. Based on the findings, the forum and innovation had negative influence while the customer involvement and satisfaction had positive influence on brand loyalty of Android smartphone users in HCMC, Vietnam. On the other hand, the online word of mouth did not have influence on brand loyalty of Android smartphone users in HCMC, Vietnam.