Consumer Repurchase Behaviors of Smartphones

This study introduced the TRA (Theory of Reasoned Action) and Heuristic theory, which are effective theories to explain consumer behavior. The results of this study seem to be very simple; however, this approach studied consumer behavior from a different perspective than other studies. The result of this study was a deviation from the rational aspect of consumer behavior research on the premise of reason to the irrational aspect based on emotion, highlighting the necessity of expanding consumer behavior research. In other words, this is a novel exploration not found in previous studies and is a meaningful research result that can expand the scope of research with differentiation from existing studies. However, it was not found that the heuristic variable, a variable of irrational concept, plays an important role among the variables of TRA. On the other hand, social influence was found to affect consumer purchasing behavior. The concept of TRA is based on rational reason, but the results of this study explain that the TRA should be expanded. In other words, when social influence was added to the existing TRA variables, it was found that a more explanatory research model was completed through the ANN algorithm. This is the result of the study that suggested the possibility of overcoming the theoretical limitations of the TRA's lack of explanation ability by measuring social influence variables as important variables among the TRA's variables. In other words, this is an analysis result that can infer the necessity of expanding the premise of rational reason as an additional test result that effectively explains consumer choice behavior.

So far, companies only introduce a fragmented customer strategy, such as purchasing products at discounted prices, when they repurchase the same brand products as those used to date, to encourage customers to repurchase. Today, however, customer tendencies and characteristics are more diverse. Therefore, intention to repurchase should also be studied from various perspectives.

This paper found that consumer satisfaction, emotional loyalty, and social influence have a direct impact on consumer intentions to repurchase a smartphone. However, the effect of social influence on intention to repurchase was found to be insignificant.

If the product is expensive (like a smartphone), analysis showed that the consumer uses the product and repurchases the product if satisfied. Therefore, in order to motivate consumers to repurchase smartphones, companies should provide consumers with positive information about any new features and the utilization value of the smartphone. This information can enhance the consumer's usability of the product, which positively affects satisfaction with the product. Therefore, companies need to consider a number of strategies to increase consumer intentions to repurchase smartphones. Primarily, consumer satisfaction needs to be improved by demonstrating differentiated functions of smartphones and the convenience and services they provide. Information that can improve the usability of the product, as well as information about its superior quality, affects the satisfaction of consumers. This has a positive effect on repurchase.

Therefore, companies need to consider several strategies to enhance customer intention to repurchase smartphones. Firstly, they might improve customer satisfaction by enhancing the functions of smartphones and the convenience and services that they provide. Secondly, it is necessary for them to provide positive information to customers through social influence such as word of mouth.

Previous studies focused on models of repurchase intention using customer loyalty and customer satisfaction as independent variables. Moreover, several researchers identified satisfaction and attitude as major antecedents of customer repurchase intention. According to such research, satisfaction is the overall level of a customer's pleasure and contentment resulting from experience with the service. However, the precise relationship between customers' learned dispositions and preferences for perceived alternatives remains unclear.

This paper discussed consumer repurchase intention by considering social influence, customer satisfaction, emotional loyalty, and customer habit. Differences between past research and this paper include the following:

• This study examined whether customer habits directly affect their repurchase intention;
• Marketing strategies for repurchase customers can differ from those for other competitors;
• This study involved analyzing factors of social influence that directly affect repurchase intention.