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

Author

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  • Yesim Can
  • Oya Erdil

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.

Suggested Citation

  • Yesim Can & Oya Erdil, 2018. "Determining Antecedent of Re-Purchase Intention: The Role of Perceived Value and Consumer’s Interest Factor," International Business Research, Canadian Center of Science and Education, vol. 11(4), pages 17-31, April.
    • Handle: RePEc:ibn:ibrjnl:v:11:y:2018:i:4:p:17-31
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    References listed on IDEAS

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    3. Russell-Bennett, Rebekah & Härtel, Charmine E.J. & Worthington, Steve, 2013. "Exploring a functional approach to attitudinal brand loyalty," Australasian marketing journal, Elsevier, vol. 21(1), pages 43-51.
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    More about this item

    Keywords

    brand loyalty; re-purchase intention; smartphone; technology consciousness; perceived ease of use; perceived irreplaceability; system quality; visual design;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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