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

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.