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The Determinants of Repeat Purchase Intention for Luxury Brands among Generation Y Consumers in Malaysia

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  • Mohammad Hussain

Abstract

Repeat purchasing has now become a critical factor for marketers, especially in the luxury goods market. Repeat purchasing not only saves costs (as opposed to attracting new customers), but increases sales as well. Both past and current researchers have been keen in investigating what drives consumers to repeat their purchase. The purpose of this academic research is to examine the relationship between Hedonic Value (HV), Satisfaction (S), Consumer Inertia (CI) and Product Attribute (PA) with the Repeat Purchase Intention (RPI) for luxury brands among Generation Y consumers in Malaysia. As such, eight luxury brands have been selected to investigate the consumer behaviour of consumers in Malaysia, in relation to the repeat purchase intention. This is a quantitative study that collected data from 134 respondents. Findings reveal that Hedonic Value and Satisfaction have positive and significant correlation with Repeat Purchase Intention, with Satisfaction being the strongest predictor of Repeat Purchase Intention. The findings can be used by marketers in Malaysia to aid them in creating marketing strategies to maintain their current customer base, as well as attract new customers to purchase their luxury brands within their target market. This study can also motivate current researchers to further investigate in the field of luxury brands, in an attempt to bridge the gap between luxury brands and Repeat Purchase Intention.

Suggested Citation

  • Mohammad Hussain, 2017. "The Determinants of Repeat Purchase Intention for Luxury Brands among Generation Y Consumers in Malaysia," Asian Social Science, Canadian Center of Science and Education, vol. 13(9), pages 125-125, September.
    • Handle: RePEc:ibn:assjnl:v:13:y:2017:i:9:p:125
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    References listed on IDEAS

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    2. Shukla, Paurav & Purani, Keyoor, 2012. "Comparing the importance of luxury value perceptions in cross-national contexts," Journal of Business Research, Elsevier, vol. 65(10), pages 1417-1424.
    3. Jones, Michael A. & Reynolds, Kristy E. & Arnold, Mark J., 2006. "Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes," Journal of Business Research, Elsevier, vol. 59(9), pages 974-981, September.
    4. See Kwong Goh & Nan Jiang & Muhamad Faiz Abdul Hak & Pei Leng Tee, 2016. "Determinants of Smartphone Repeat Purchase Intention among Malaysians: A Moderation Role of Social Influence and a Mediating Effect of Consumer Satisfaction," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 993-1004.
    5. Hsu, Meng-Hsiang & Chang, Chun-Ming & Chuang, Li-Wen, 2015. "Understanding the determinants of online repeat purchase intention and moderating role of habit: The case of online group-buying in Taiwan," International Journal of Information Management, Elsevier, vol. 35(1), pages 45-56.
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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