Study on the Factors Affecting Repurchase Intention for Smartphone Products- Using Switching Cost and Perceived Risk as Moderators

• Main Authors: YANG,SHIH-HSIEN, 楊士賢
• Other Authors: CHEN,CHIN-YEU
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/8j2umb

碩士 === 世新大學 === 企業管理研究所(含碩專班) === 105 === The current study is intended to explore the relationships among consuming inertia, brand loyalty, product innovation and repurchase intention. Besides, the moderating effects of switching cost and perceived risk are examined. As the development of information technology and internet, the brand communication firms continue launching new models and/or new functions for smart phone products so as to satisfy the needs of consumers and increase their repurchasing intentions. Hence, it has become an important issue for both practice and academy that how to strengthen customers’ consuming inertia and brand loyalty. Both consuming inertia and product innovation are important factors which can affect customer’s brand loyalty, while switching cost and perceived risk may influence customers’ purchasing decisions. In the study, the customers of smart phone are selected as research targets, where a web survey is conducted to collect data and the methods of regression analysis and path analysis are adopted to verify the proposed hypotheses. The expected findings can help to understand the relationships among antecedents and repurchase intention, test the moderating effects of switching cost and perceived risk, and verify the mediating effect of brand loyalty.