Consumer Repurchase Behaviors of Smartphones
Research Hypotheses and Research Model
Research Hypotheses
Early studies of consumer behavior explored the relationship between repurchase and satisfaction; however, this relationship is not straightforward. Fornell) studied positive correlations between consumer satisfaction and consumer retention. Wen et al. found that satisfaction had a positive effect on online intention to repurchase. Tsai, Huang, Jaw, and Chen discovered that satisfied consumers were more likely to continue their relationship with a particular organization than dissatisfied consumers. This view is supported by many researchers. However, Mittal and Kamakura found that the satisfaction–repurchase relationship could be disrupted due to three main reasons. Additionally, Olson revealed that, despite the general view that satisfaction is associated with repurchase, few empirical studies associated satisfaction with actual repurchase behavior.
Kamakura pointed out that establishing a direct link between satisfaction assessment and repurchase behavior is not easy for many organizations. In addition, the satisfaction–repurchase relationship can be influenced by various characteristics of the consumers. Despite equal ratings given on satisfaction, repurchase behavior differed significantly, which was attributed to differences in consumer age, education, marital status, sex, and residential area. Many factors complicate satisfaction–repurchase relationships. The problem is that researchers do not consistently define the relationship across studies, which can be operationalized as behavior, attitude, or complex.
Consumer satisfaction can occur during different stages of the shopping process (before, during, and after), during the purchase of different types of goods (convenience, shopping, and specialty), and in a traditional or online setting. In addition, different types of consumers exist, and they all have varying levels of knowledge about the product, which affects their level of satisfaction.
Understanding the importance of a comprehensive review, the study attempts to summarize previously reported findings in order to explain the complex relationship between satisfaction and repurchase. Knowledge of consumer satisfaction and their repurchase behavior will improve companies' ability to develop more effective marketing strategies in the future. Previous studies demonstrated that overall consumer satisfaction with services is strongly related to behavioral intent to reuse the same service provider. Therefore, in this study, the following research hypothesis is established:
Hypothesis 1 (H1).
This work also studies the importance of social influence on repurchase intentions. Social influence refers to actions, feelings, thoughts, attitudes, or behaviors related to individual change through interaction with other individuals or groups. In social psychology, it is often associated with the impact of social norms on changes in personal behavior and attitudes. Purchase decisions are related to the need to be respected, and social value is derived by acquiring desirable social status. Some observations were made that consumers do not shop alone. Peers, families, and other groups strongly influence individual purchasing decisions. These reference groups do word-of-mouth marketing and can play an active role in influencing the opinions of others. That influence is sometimes negative or positive in terms of the interests of certain organizations.
Hypothesis 2 (H2).
Social Influence Positively Impacts Intention to Repurchase.
Emotional loyalty is behaviorally expressed by retention. Furthermore, customer loyalty is well recognized as a significant driver of repurchase intention in the online marketing literature.
This emotional and affective connection influences consumer behavior (retention, brand repurchase, positive word of mouth). Brand loyalty is expressed as a tendency to continuously purchase the same brand.
Repurchase intentions are mostly tied with brand commitment, but there is an important difference between them. Brand commitment refers to the connection a consumer establishes with a brand, whereas repeat purchase is the purchase of a brand because it is relatively cheaper.
Loyal customers are the faithful consumers of a brand who perform repeat purchases and recommend the brand to those around. Firms want their customers to be attached to their brands by strong feelings. Customer satisfaction must be fulfilled for this kind of loyalty. When customers are satisfied, they show commitment to continually buy the same brand and become loyal.
Consumers who are committed to the brand become loyal consumers and show consistent repurchase behavior. Therefore, loyalty may affect consumer repurchase behaviors. Repurchase intentions are usually identified through brand commitment, but there are significant differences between the two concepts. Brand commitment means a similar relationship to the attachment that consumers develop for the brand. Therefore, in this study, the following research hypothesis is established based on previous studies:
Hypothesis 3 (H3).
Research on habits is important for consumer behavior because repetition is a central feature of daily life. About 45% of people's behavior is repeated almost daily and usually in the same context.
Prior research comparing TRA and related theories with habit as an antecedent of behavioral intentions showed that habit directly affects behavioral intentions. Gefen noted that habitual previous preference to use an online shopping website directly and strongly increased user intentions to continue using the same online shopping website again. Support for the role of habit in repeat purchase intention was provided by Gefen and Rauyruen and Miller.
Habitual behavior exhibits that repurchase is motivated by habit or routines that are facilitated in the decision-making process.
Khare and Inman realized that consumers either purchase the same brand repeatedly or only try new product types within the same brand, depending on the situation. Research also found various types of habitual purchase patterns, such as purchasing various trademarks habitually according to one's values. Consumers tend to buy the same brands of products across different shopping experiences, purchase the same amounts at a given retail store across repeat visits, and eat similar types of foods at a meal each day. Thus, repetition - and, more specifically, habits - may characterize a significant segment of consumer behavior that can be linked to important marketing outcomes.
Anshari et al. examined the effect of habit on smartphone usage. They found that there is a strong relationship between habit and smartphone usage. As there is a positive effect of habit on consumption behavior and smartphone usage, we think that there may also be a similar one between brand loyalty and re-purchase intention. Therefore, in this study, the following research hypothesis is established based on previous studies:
Hypothesis 4 (H4).
Research Model
Previous research analyses suggested the research model and its components shown in Figure 3. To examine the experiences of consumers using the same brand of smartphone, the research model was developed based on five factors (consumer satisfaction, social influence, emotional loyalty, habit, and intention to repurchase). Relying on the research model, the analysis examined the effects of social influence, consumer satisfaction, emotional loyalty, and habits on the intention to repurchase smartphones.