The role of aesthetic,cultural, utilitarian and branding factors in young Chinese consumers' repurchase intention of smartphone brands |
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| Affiliation: | 1. Newcastle University Business School, Newcastle University, 5 Barrack Road, Newcastle Upon Tyne, NE1 4SE, United Kingdom;2. Newcastle Business School, Northumbria University, City Campus East, Newcastle Upon Tyne, NE1 8ST, United Kingdom;1. Department of Computer Science & Information Engineering, Asia University, Wufeng, Taichung 41354, Taiwan;2. Department of Medical Research, China Medical University Hospital, China Medical University, Taichung, 40402, Taiwan;3. Department of Mechanical Engineering, Chang Gung University, Tao-Yuan 33302, Taiwan;4. Institute of Electrical Control Engineering, Department of Electrical and Computer Engineering, National Chiao Tung University, Hsinchu, Taiwan;1. The Institute of Strategy and Management, Norwegian School of Economics, Helleveien 30, Bergen 50345, Norway;2. The Institute of Strategy and Management, Norwegian School of Economics, Helleveien 30, Bergen 5045, Norway;1. Department of Information Management, National Kaohsiung First University of Science and Technology, Kaohsiung, Taiwan, ROC;2. Department of Tourism Information, Aletheia University, New Taipei City, Taiwan, ROC;3. Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology, Kaohsiung, Taiwan, ROC;4. Ph.D. Programs in Management, National Kaohsiung First University of Science and Technology, Kaohsiung, Taiwan, ROC;1. Department of Information Management, National Changhua University of Education, Taiwan;2. Department of Business Administration, National Changhua University of Education, Taiwan;1. Nanyang Technological University, Singapore;2. National Taiwan University, Taiwan;3. University of Colorado, United States |
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| Abstract: | Despite 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. |
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| Keywords: | Smartphone brands Young Chinese consumers Chinese culture Repurchase intention |
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