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An Empirical Test of Mobile Service Provider Promotions on Repurchase Intentions

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  • Kwangchul Ji

    (Department of International Trade, Dongguk University-Seoul, Seoul 04620, Korea)

  • Hong-Youl Ha

    (Department of International Trade, Dongguk University-Seoul, Seoul 04620, Korea)

Abstract

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.

Suggested Citation

  • Kwangchul Ji & Hong-Youl Ha, 2021. "An Empirical Test of Mobile Service Provider Promotions on Repurchase Intentions," Sustainability, MDPI, vol. 13(5), pages 1-13, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:5:p:2894-:d:512440
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    References listed on IDEAS

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    Cited by:

    1. Majid Mapkhot Goaill & Mohammed A. Al-Hakimi & Hamood Mohammed Al-Hattami & Mohsen Ali Murshid & Amal Al-Mogahed & Sharf Obad, 2023. "The Impact of Promotional Activities on the Purchase and Repurchase Intention of Energy Drinks in Yemen Under Different Levels of Awareness of the Potential Adverse Effects," SAGE Open, , vol. 13(4), pages 21582440231, December.
    2. Rob Kim Marjerison & Jiamin Hu & Hantao Wang, 2022. "The Effect of Time-Limited Promotion on E-Consumers’ Public Self-Consciousness and Purchase Behavior," Sustainability, MDPI, vol. 14(23), pages 1-23, December.

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