An Empirical Test of Mobile Service Provider Promotions on Repurchase Intentions

Kwangchul Ji and Hong-Youl Ha
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Kwangchul Ji: Department of International Trade, Dongguk University-Seoul, Seoul 04620, Korea
Hong-Youl Ha: Department of International Trade, Dongguk University-Seoul, Seoul 04620, Korea

Sustainability, 2021, vol. 13, issue 5, 1-13

Abstract: Little empirical evidence is obtained for the moderating outcomes of mobile promotions (M-promotions) during subsequent repurchasing events. This study examines how M-promotions indirectly influence repurchase intentions, and how the level of promotions moderates the relationship between repurchase intentions and their determinants. The findings show that three determinants (i.e., brand attitude, functional quality, and online reviews) directly lead to repurchase intention. However, the moderating effects of M-promotions vary. Especially, our findings show that the moderating effect of M-promotions is only significant in the relationship between functional quality and repurchase intentions and that between online reviews and repurchase intentions. Repurchase intentions are increased by high M-promotions when functional quality is low, and when online reviews are positive.

Keywords: mobile promotions; online reviews; brand attitude; functional quality; design quality (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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