THE ANTECEDENTS OF THE INTENTION TO REPURCHASE A BRAND OF SMARTPHONES

ABSTRACT

The repurchase intention has great importance in the academic and business environments and, for this reason, many researchers point out that the gaps related to the understanding of previous constructs should be solved by the promotion of studies and, as a consequence, the increase of knowledge. Understanding the phenomenon that makes the consumer have the intention to repurchase a specific product and / or service of a brand is a key aspect to the success of companies. Thus, the present study examined the influence of: perceived value, affective commitment, normative commitment and positive mouth propaganda in relation to the intention to repurchase a smartphone of a particular brand. To this end, a quantitative research was conducted through the application of a survey. The analysis was performed using multivariate statistics, using the technique of structural equation modeling to observe and analyze the variables that make up the proposed theoretical model, through the testing of hypotheses. The sample consisted of 411 consumers of one of the leading brands of smartphones. The results confirmed the seven hypotheses tested, indicating the perceived value, the affective commitment, normative commitment and positive mouth propaganda as antecedents of the intention to repurchase a smartphone of a specific brand. The results of this study make it possible to reflect on some outstanding contributions tested through the theoretical model regarding the repurchase intention.

Keywords:
Perceived Value; Affective Commitment; Normative Commitment; Repurchase Intentions; Structural Equation Modeling