Title: A Study of the Influence of Brand Experience of Mobile Smart Devices on Repurchase Intention
Author: Huang Xingqiao
Advisor: Assoc. Prof. Dr. Qiu Chao
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.1865-1880) Proceedings PDF
Abstract
As the market economy becomes more sophisticated, brand experience is crucial to consumers’ repurchase intention in the new consumer environment. Mobile smart devices are highly homogenised, competitive and saturated. The link between businesses and consumers is no longer only the physical attributes such as product functionality, but also the soft power behind the brand that can be used by customers to express themselves and their cultural identity. Based on the S-O-R (Stimulus-Organism-Response) theoretical perspective, this study explores to a certain extent the mechanism by which brand experience influences customers’ repurchase intention. The following research objectives were proposed: 1). To explore the influence of sensory experience, emotional experience, and knowledge experience on the repurchase intention of customers of mobile intelligent devices 2). To explore the influence of sensory experience, emotional experience and knowledge experience on the perceived value of mobile smart device customers 3). To explore the influence of sensory experience, emotional experience and knowledge experience on the brand identity of mobile smart device customers 4). To explore the mediating role of perceived value in the relationship between sensory experience, emotional experience, knowledge experience and customers’ repurchase intention 5). To explore the mediating role of brand identity in the relationship between sensory experience, emotional experience, knowledge experience and customers’ repurchase intention.
This study used quantitative research methods to collect data from a sample of 325 consumers of different regions, ages, and occupations, quantified the collected data using SPSS and Amos, and verified the hypotheses through structural equation modelling analysis. Finally, the results of the analyses were interpreted in the light of theories and professional knowledge to draw the conclusions of the study. Through the analysis, it is found that: (1) The influence mechanism of brand experience on consumers’ repurchase intention is divided into three stages: different dimensions of experience – perception and recognition – enhancement of intention, which are respectively manifested in the time when consumers are stimulated or have related thoughts, when they make individual subjective evaluations, and when they have specific decision-making intention; (2) Emotional experience and knowledge experience can directly affect customers’ repurchase intention; the effect of sensory experience on repurchase intention is not significant; (3) The mediating effect of perceived value is higher than that of brand identity, which indicates that for this kind of electronic products, customers usually pay more attention to the practicality of the products and business services, and the sense of identity brought about by brand is slightly lower than that of perceived value when subjected to the same brand stimulus. The mediating effect of brand identity is slightly lower than that of perceived value.
Keywords: sensory experience, emotional experience, knowledge experience, perceived value, brand identity, repurchase intention
A Study of the Influence of Brand Experience of Mobile Smart Devices on Repurchase Intention /
6517195036 Huang Xingqiao 2567 (2024) A Study of the Influence of Brand Experience of Mobile Smart Devices on Repurchase Intention สารนิพนธ์ (Independent Study), Advisor: Assoc. Prof. Dr. Qiu Chao, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University