| Summary: | 碩士 === 淡江大學 === 會計學系碩士班 === 104 === With the rapid growth of mobile commerce and smart handheld devices, social, local and mobile (SoLoMo) marketing provided by mobile devices is emerging as a new means attract and engage consumers, e.g., consumer-brand engagement. Along the same logic, SoLoMo factors may play a role in the use of branded applications (App). This study aims to explore how consumers’ cognitive, affection and activation in the relationship with the brand (consumer-brand engagement) influence their repeat purchase intention. Also, how these three components of consumer-brand engagement are related to SoLoMo factors in our case. This study proposes three factors-localization, ubiquity, and interactivity in terms of local, mobile, and social considerations as antecedents of repurchase intention. This study provides seven propositions regarding SoLoMo factors, three components of consumer-brand engagement and repurchase intention in the context of branded App. Theoretical and managerial implications are also discussed in this study. Marketers may benefit from our suggestions to make good uses of their branded Apps for not only deeply engaging their consumers but also increasing consumers’ repurchase intention.
|
|---|
