Determinants of Customers’ Repurchase Intention in the Health Supplement Industry: The Perspectives of Resource-Based View, Brand Trust, and Brand Attachment.

• Main Authors: PAN, YI-CHING, 潘怡靜
• Other Authors: CHANG, CHUN-MING
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/spta56

碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 107 === In recent years, in response to the prolonged life expectancy of the population and the rise of health awareness, the health supplement industry has flourished and been very competitive. The main purpose of this study is to explore the antecedents of repurchase intention by integrating the perspectives of resource-based view, brand trust, and brand attachment. This study collected 217 customers who has been purchased specific branded health supplement through online questionnaires to test the proposed model. Based on the analysis results using SmartPLS 3 software, the research results show that technology, human and business resources have positive effects on brand trust, while only the human resources will affect customer’s brand attachment significantly. The results also report that brand trust and brand attachment have significant positive impacts on customer repurchase intention and brand attachment exerts s stronger influence on repurchase intention than brand trust. Finally, this study finds that brand trust has a significant positive impact on brand attachment. Based on the research findings, this study proposes practical implications to provide health supplement companies as a reference for future operations and resource allocation. This study also proposes some research suggestions for researchers to conduct further studies to explore the predictors of repurchase intention.