The role of aesthetic, cultural, utilitarian and branding factors in young Chinese consumers' repurchase intention of smartphone brands

Abstract

Use policyThe full-text may be used and/or reproduced, and given to third parties in any format or medium, without prior permission or charge, for personal research or study, educational, or not-for-prot purposes provided that:• a full bibliographic reference is made to the original source • a link is made to the metadata record in DRO • the full-text is not changed in any way The full-text must not be sold in any format or medium without the formal permission of the copyright holders.Please consult the full DRO policy for further details. AbstractDespite the exponential growth of smartphone consumption, to date, very few studies have investigated the factors that influence consumers' repurchase intention of smartphone brands.China has become the world's largest consumer markets for smartphones, therefore understanding young Chinese consumers' repurchase intention in the smartphone market is of crucial importance to smartphone companies. A preliminary qualitative study based on 30 face-to-face interviews has led to the development of a new conceptual framework including aesthetic (design appeal), functional (perceived quality), brand value (brand popularity), social (subjective norm) and cultural influences (mianzi). The newly developed framework has been tested through partial least squares structural equation modeling with a sample of 321 young Chinese smartphone users. The results show that young Chinese customer's smartphone repurchase intention is mainly determined by mianzi, perceived quality, brand popularity, and design appeal. Furthermore, findings also highlight that subjective norm, perceived quality and design appeal affect Chinese people's mianzi.

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

“…(Pitt et al, 2011). Furthermore, smartphone unifies mobile and computing technologies (Filieri & Lin, 2016) and the most important feature separating it from existing phone is that smartphone provides with installing and running more advanced applications .…”

“…This widespread use offers new opportunities for marketers to meet customer needs (Persaud & Azhar, 2012). Despite its ever-increasing use and great importance, there are still few studies explaining the antecedent of brand loyalty and re-purchase intention, which affect consumers' smartphone purchasing process (Filieri & Lin, 2016;Kim et al, 2014). Brand loyalty and re-purchase intention show the idea of repeating purchase after the adoption of the technology and consistent use of the customer (Bhattacherjee, 2001).…”

Branding with understanding: how national profile of consumer influences brand value perception

“…According to the representation of the quartile correlation of the values of attributes sociocultural profile of the Slovak Republic and the countries of origin of most valuable brands by Superbrands 2015. Then it is possible to sort individual attributes according to their importance and assign to them an equivalent source of the brand value according to Filieri and Lin [2]. These authors defined six basic pillars for building and managing the brand value:  price;  symbolic meaning;  social visibility;  time commitment;  potential for harm and  technical complexity.…”

“…Filieri and Lin [2] provide the concept of sources of the brand value. According to their conclusions we can say that based on the identified rank of the impact of attributes of socio-cultural country profile of origin brand, the ranking of sources of the brand value from the point of view of Slovak consumers is following: 1) time commitment; 2) social visibility; 3) price and technical complexity.…”

Brand Loyalty And Re-Purchase Intention In Smartphone Marketing: The Perspective Of Habit

“…43 measurement scale for re-purchase intention has been adapted from the study of Filieri and Lin (2016) with four items.…”