Factors Affecting Repurchase Intention of Smartphone: A Case Study of Huawei Smartphone in Yangon, Myanmar

au.link.externalLink [Full Text] (https://www.semanticscholar.org/paper/Factors-Affecting-Repurchase-Intention-of-%3A-A-Case-Sandar/098ee9f8d7c885e6ccc386435537513a6303667c)
dc.contributor.author Win, Khin Sandar
dc.contributor.author Sirion Chaipoopirutana
dc.date.accessioned 2018-08-21T02:56:32Z
dc.date.available 2018-08-21T02:56:32Z
dc.date.issued 2015-09
dc.description.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. en_US
dc.format.extent 13 pages en_US
dc.format.mimetype application/pdf en_US
dc.identifier.citation International Conference on Human Resource and Organization Management and Development (HROMD 2015) en_US
dc.identifier.uri https://repository.au.edu/handle/6623004553/21238
dc.language.iso eng en_US
dc.rights.holder Win, Khin Sandar en_US
dc.rights.holder Sirion Chaipoopirutana en_US
dc.subject Attitude towards products en_US
dc.subject Brand image en_US
dc.subject Functional value en_US
dc.subject Price consciousness en_US
dc.subject Repurchase intention en_US
dc.subject Smartphones en_US
dc.subject WOM en_US
dc.title Factors Affecting Repurchase Intention of Smartphone: A Case Study of Huawei Smartphone in Yangon, Myanmar en_US
dc.type Text en_US
mods.genre Conference Paper en_US
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