Determining Antecedent of Re-Purchase Intention: The Role of Perceived Value and Consumer’s Interest Factor

Yesim Can and Oya Erdil

International Business Research, 2018, vol. 11, issue 4, 17-31

Abstract: With the widespread use of smartphones, strategic marketing of smartphones has become the focus of related brands. Although creating brand loyalty is an important factor of global strategic marketing and re-purchase intention, little research investigated the antecedent of smartphone's brand loyalty and repurchase intention. The purposes of this study are to investigate what are the antecedent brand loyalty and re-purchase intention in smartphone marketing. In the light of the literature and for this purpose; the effects of perceived value factor (perceived ease of use, perceived irreplaceability), utilitarian factor (system quality), hedonic factor (visual design), and consumer’s interest factor (technology consciousness) on brand loyalty and repurchase intention were investigated in an integrated model. The results of the analysis show that smartphone's re-purchase intention is largely determined by brand loyalty, perceived ease of use, perceived irreplaceability, system quality, visual design, and technology consciousness. Moreover, analysis results demonstrate that perceived irreplaceability, system quality, and visual design affect brand loyalty.

Keywords: brand loyalty; re-purchase intention; smartphone; technology consciousness; perceived ease of use; perceived irreplaceability; system quality; visual design (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.ccsenet.org/journal/index.php/ibr/article/view/73140/40508 (application/pdf)
http://www.ccsenet.org/journal/index.php/ibr/article/view/73140 (text/html)

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:ibn:ibrjnl:v:11:y:2018:i:4:p:17-31

Access Statistics for this article

More articles in International Business Research from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education ().