Examining the Impact of Value Perception (e.g., Hedonic, and Conditional Value) on Consumers’ Behavioural Intentions: The Mediating Effect of Customer Satisfaction

This study's aim is to analyze the effect of Hedonic Value and Conditional Value on Behavioral Intentions mediated by Customer Satisfaction.The sample used is 160 respondents participating in the convenience survey method.Analysis of Moment Structure (AMOS) is employed to analyze the data to determine direct effects, while indirect effects are analyzed by Sobel's Test.Finding indicates that hedonic and conditional values affect customer satisfaction, and it's subsequently on behavioral intentions accordingly.However, customer satisfaction has not been shown to play a role as mediator among both relationships of hedonic and conditional values on behavioral intentions of smartphone customers.Implication in this case, hedonic and conditional values may be the significant variables to be considered to provide customer satisfaction, and form it's behavioral intention.