Optimizing consumer engagement and repurchase intentions: The role of strategic post-purchase communication

Prince Owusu, Zhiwen Li and Akoto Yaw Omari-Sasu

Journal of Retailing and Consumer Services, 2025, vol. 82, issue C

Abstract: The identity-based motivation theory has been used to explain how a person's identity influences his behavior. Through three different studies, we apply the identity-based motivation theory to explore how post-purchase messages aligned with consumers' identities affect their consumer engagement, satisfaction, and repurchase intentions. Focusing on online consumers, the ANCOVA analysis across these studies demonstrates that post-purchase messages enhancing consumer self-image lead to higher repurchase intentions, satisfaction, and engagement compared to product-focused messages. The moderation analysis demonstrated that, as consumer emotional uncertainties increases, there is a stronger response to self-image oriented post-purchase messages in terms of consumer repurchase intentions, engagement and satisfaction. The study further conduct a causal mediation analysis using the Quasi-Bayesian bootstrapping method to examine the indirect effect of post-purchase message on repurchase intentions through consumer satisfaction and engagement. These findings contribute to the self-signalling theory and information richness theory, offering valuable insights for retailers and platform owners on crafting effective post-purchase communications.

Keywords: Post-purchase communication; Self-image promotion; Product promotion; Repurchase intention; Consumer engagement (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698924003916
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:82:y:2025:i:c:s0969698924003916

DOI: 10.1016/j.jretconser.2024.104095

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().