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

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  • Owusu, Prince
  • Li, Zhiwen
  • Omari-Sasu, Akoto Yaw

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.

Suggested Citation

  • Owusu, Prince & Li, Zhiwen & Omari-Sasu, Akoto Yaw, 2025. "Optimizing consumer engagement and repurchase intentions: The role of strategic post-purchase communication," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    • Handle: RePEc:eee:joreco:v:82:y:2025:i:c:s0969698924003916
    DOI: 10.1016/j.jretconser.2024.104095
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