Research Results

This study found that consumer satisfaction positively affects intention to repurchase. In addition, it was determined that emotional loyalty affects intention to repurchase. According to the multiple regression analysis, only customer satisfaction and emotional loyalty affect intention to repurchase. In the original analysis, social influence did not affect intention to repurchase. This is due to the limit of this study, in that it did not consider the relationship between each independent variable. Therefore, the stepwise analysis of variables was limited. To address these limitations, this study more clearly analyzed the causal relationship between variables using the ANN algorithm.

This paper analyzed the validity and validity of the research hypotheses through statistical analysis. The results of the analysis are summarized in Table 23. In this study, the research model in Figure 3 was analyzed by using regression analysis and the ANN algorithm, as summarized in Table 24. The results of this approach showed that the analysis model (root-mean-square error (RMSE) (0.313)) was most complete with two hidden layers in the ANN algorithm - that is, the third model in Table 24 was the research model with the highest completeness. In other words, the research hypotheses (H1, H2, and H3) were accepted in this study when analyzed using the ANN algorithm. In this model, the coefficients of consumer satisfaction, emotional loyalty, and social influence were improved compared to the first and second research models. This paper analyzed the validity and validity of the research hypotheses through statistical analysis. The results of the analysis are summarized in Table 23.

Table 23. Analysis and comparison of research models.

Research Hypothesis Research Model No. (1) Research Model No. (2) Research Model No. (3)
Consumer satisfaction positively impacts intention to repurchase (H1) Accept Accept Accept
Social influence positively impacts intention to repurchase (H2) Reject Accept Accept
Emotional loyalty positively impacts intention to repurchase (H3) Accept Accept Accept
Consumer habit positively impacts intention to repurchase (H4) Reject Reject Reject


Table 24. Analysis and comparison of research models. RMSE - root-mean-square error.

Research Model No. 1 2 3
Analysis method Regression analysis Regression analysis (number of hidden layers (one)) Regression analysis (number of hidden layers (two))
R Square (0.568) R Square (0.696) R Square (0.736)
RMSE (0.456) RMSE (0.332) RMSE (0.313)
(Constant) 0.780 0.805 0.558
Satisfaction 0.634 0.621 0.710
Emotional loyalty 0.185 0.125 0.108
Social influence - 0.063 0.062