Factors Affecting Repurchase Intention of Smartphone: A Case Study of Huawei Smartphone in Yangon, Myanmar
Factors Affecting Repurchase Intention of Smartphone: A Case Study of Huawei Smartphone in Yangon, Myanmar
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2015-09
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eng
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application/pdf
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13 pages
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International Conference on Human Resource and Organization Management and Development (HROMD 2015)
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Abstract
This study investigates the relationship between functional value, price consciousness, word
of mouth, brand image, attitude towards product and repurchases intention of a smartphone
brand. To do so, a survey was conducted by distributing 420 questionnaires in 7 different
shopping malls in Yangon, Myanmar. The data collected was analyzed using SPSS and
hypotheses were examined by employing the Pearson correlation and multiple linear
regression. The results show that there is a positive and significant relationship among
functional value, word of mouth, price consciousness towards attitude towards product and
brand image, attitude towards product, word of mouth influences repurchase intention. Based
on these results, it seems that the smart phone company needs to develop marketing
strategy to increase repurchase intention.