Effects of mobile service operator promotions in repurchase behaviour in South Korea: a longitudinal study

Pan Huifeng, Hong Youl Ha

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

This study examined the effect of mobile operator promotions (MOP) on customer purchase intentions using longitudinal survey data (over two phases in a two-year period) from mobile phone consumers in South Korea. Results indicated that MOP led indirectly to repurchase intentions, but moderated mediation effects varied across time points. MOP appears primarily to moderate brand attitudes, which strongly influence repurchase intentions. Specifically, the direct effect appears between purchase intentions at time T and repurchase intentions at T + 1; however, the moderating influence of MOP is limited in these timeframes.

Original languageEnglish
Pages (from-to)583-594
Number of pages12
JournalAsia Pacific Business Review
Volume27
Issue number4
DOIs
StatePublished - 2021

Keywords

  • brand attitude
  • longitudinal study
  • Mobile promotions
  • online reviews
  • South Korea
  • temporal dynamics

Fingerprint

Dive into the research topics of 'Effects of mobile service operator promotions in repurchase behaviour in South Korea: a longitudinal study'. Together they form a unique fingerprint.

Cite this