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 language | English |
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Article number | 2894 |
Pages (from-to) | 1-14 |
Number of pages | 14 |
Journal | Sustainability (Switzerland) |
Volume | 13 |
Issue number | 5 |
DOIs | |
State | Published - 1 Mar 2021 |
Keywords
- Brand attitude
- Design quality
- Functional quality
- Mobile promotions
- Online reviews