What Are the Factors Influencing Customers’ Repurchase Intention?—Taking Smartphone Brands as an Example

Customers’ repurchase intention is a key driver of sustained profitability for companies. However, the influencing factors of customers’ repurchase intention and their direct mechanisms of action are not yet clear. This study empirically examines the relationships among intrinsic quality, perceptual quality, brand equity, customer satisfaction, online word-of-mouth, and customers’ repurchase intention using a structural equation model. A customer repurchase intention model is constructed with customer satisfaction as the mediating variable and online word-of-mouth as the moderating variable. The empirical results show that intrinsic quality, perceptual quality, and brand equity have a significant impact on customer satisfaction. Notably, intrinsic quality exerts an indirect effect on customers’ repurchase intention primarily through customer satisfaction, with no significant direct impact, while perceptual quality and brand equity have significant direct effects on repurchase intention. Customer satisfaction plays a partial mediating role between intrinsic quality, perceptual quality, brand equity, and repurchase intention. Online word-of-mouth has a significant moderating effect on the relationship between customer satisfaction and customers’ repurchase intention. These findings provide actionable insights for smartphone enterprises to optimize product development, brand management, and online reputation strategies, thereby enhancing customer loyalty and market competitiveness.