An Empirical Test of Mobile Service Provider Promotions on Repurchase Intentions

Kwangchul Ji, Hong-Youl Ha
2021 Sustainability  
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
more » ... ng 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.
doi:10.3390/su13052894 fatcat:fakk5bfrbnazvjsqikgxulxygy