An empirical test of mobile service provider promotions on repurchase intentions

Kwangchul Ji, Hong Youl Ha

Research output: Contribution to journalArticlepeer-review

6 Scopus citations

Abstract

Little empirical evidence is obtained for the moderating outcomes of mobile promotions (M-promotions) during subsequent repurchasing events. This study exam-ines how M-promotions indirectly influence repurchase intentions, and how the level of promotions moderates the relationship between repurchase intentions and their determi-nants. 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 re-purchase intentions and that between online reviews and repurchase intentions. Repur-chase intentions are increased by high M-promotions when functional quality is low, and when online reviews are positive.

Original languageEnglish
Article number2894
Pages (from-to)1-14
Number of pages14
JournalSustainability (Switzerland)
Volume13
Issue number5
DOIs
StatePublished - 1 Mar 2021

Keywords

  • Brand attitude
  • Design quality
  • Functional quality
  • Mobile promotions
  • Online reviews

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