文章基本信息

标题：An Empirical Test of Mobile Service Provider Promotions on Repurchase Intentions
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作者：Kwangchul Ji ; Hong-Youl Ha
期刊名称：Sustainability
印刷版ISSN：2071-1050
出版年度：2021
卷号：13
期号：5
页码：2894
DOI：10.3390/su13052894
语种：English
出版社：MDPI, Open Access Journal
摘要：Little empirical evidence is obtained for the moderating outcomes of mobile promotions (M-promotions) during subsequent repurchasing events. This study examines how M-promotions indirectly influence repurchase intentions, and how the level of promotions moderates the relationship between repurchase intentions and their determinants. The findings show that three determinants (i.e., brand attitude, functional quality, and online reviews) directly lead to repurchase intention. However, the moderating effects of M-promotions vary. Especially, our findings show that the moderating effect of M-promotions is only significant in the relationship between functional quality and repurchase intentions and that between online reviews and repurchase intentions. Repurchase intentions are increased by high M-promotions when functional quality is low, and when online reviews are positive.