Relationship of brand equity and innovation characteristics to acceptance and repurchase intention of smartphones

This study examined the major factors that contributed towards Acceptance and Repurchase Intention of smartphone among working executives in Malaysia. It too evaluates the direct and indirect effect of Acceptance on Repurchase Intention. In short, the main objective of this study was to examine the...

Full description

Saved in:

Bibliographic Details
Main Author:	Wong, Chee Hoo
Format:	Thesis
Language:	English
Published:	2012
Subjects:	Smartphones - Purchasing Brand choice Consumers' preferences
Online Access:	http://psasir.upm.edu.my/id/eprint/31656/1/GSM%202012%206R.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-upm-ir.31656
record_format	uketd_dc
spelling	my-upm-ir.316562015-02-04T09:22:46Z Relationship of brand equity and innovation characteristics to acceptance and repurchase intention of smartphones 2012-06 Wong, Chee Hoo This study examined the major factors that contributed towards Acceptance and Repurchase Intention of smartphone among working executives in Malaysia. It too evaluates the direct and indirect effect of Acceptance on Repurchase Intention. In short, the main objective of this study was to examine the relationship between brand equity, innovation characteristics, acceptance, and repurchase intention. Using Theory of Reasoned Action, Innovation Diffusion Theory and Brand Equity Model, a quantitative research was carried out to achieve the research objectives. The survey was to establish that Brand Equity dimensions and Innovation Characteristics had significant influence on Acceptance, while Brand Equity and Innovation Characteristics directly affect Repurchase Intention. Cluster sampling was chosen where the questionnaires were distributed to 600 samples in Malaysia with emphasis on major smartphone penetration areas in Selangor and Federal Territory Kuala Lumpur. The study uses Structural Equation Modeling (SEM) to test the significance of the overall model and the specified paths. The findings of the research demonstrated three main results. First, Innovation Characteristics (via Relative Advantage, Compatibility and Image) significantly influenced Acceptance of smartphone. Second, this research also pointed that Brand Equity (via Brand Awareness), Innovation Characteristic (via Result Demonstrability, Image and Voluntariness), and Acceptance significantly influenced Repurchase Intention. Third, the findings indicated that Acceptance significantly mediates the relationship between Innovation Characteristics (via Image) and Repurchase Intention. In addition, the study showed that Innovation Characteristics was important for Acceptance of Smartphone. After the consumer had adopted smartphone, the role of Brand Equity becomes important. In essence, it plays significant role together with Innovation Characteristics and Acceptance in determining Repurchase Intention of Smartphone. At the same time, Acceptance too asserts significant mediating influence in the relationship between Innovation Characteristics and Repurchase Intention. Acceptance had successfully mediates the relationship between Image and Repurchase Intention. In conclusion, the results implied that, smartphone Acceptance was influenced by consumers’ utilitarian values, while Repurchase Intentions were influenced by utilitarian and hedonic values. The result also stressed a point that getting Acceptance also helps in increasing the Repurchase Intention level. Smartphones - Purchasing Brand choice Consumers' preferences 2012-06 Thesis http://psasir.upm.edu.my/id/eprint/31656/ http://psasir.upm.edu.my/id/eprint/31656/1/GSM%202012%206R.pdf application/pdf en public phd doctoral Universiti Putra Malaysia Smartphones - Purchasing Brand choice Consumers' preferences Graduate School of Management
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English
topic	Smartphones - Purchasing Brand choice Consumers' preferences
spellingShingle	Smartphones - Purchasing Brand choice Consumers' preferences Wong, Chee Hoo Relationship of brand equity and innovation characteristics to acceptance and repurchase intention of smartphones
description	This study examined the major factors that contributed towards Acceptance and Repurchase Intention of smartphone among working executives in Malaysia. It too evaluates the direct and indirect effect of Acceptance on Repurchase Intention. In short, the main objective of this study was to examine the relationship between brand equity, innovation characteristics, acceptance, and repurchase intention. Using Theory of Reasoned Action, Innovation Diffusion Theory and Brand Equity Model, a quantitative research was carried out to achieve the research objectives. The survey was to establish that Brand Equity dimensions and Innovation Characteristics had significant influence on Acceptance, while Brand Equity and Innovation Characteristics directly affect Repurchase Intention. Cluster sampling was chosen where the questionnaires were distributed to 600 samples in Malaysia with emphasis on major smartphone penetration areas in Selangor and Federal Territory Kuala Lumpur. The study uses Structural Equation Modeling (SEM) to test the significance of the overall model and the specified paths. The findings of the research demonstrated three main results. First, Innovation Characteristics (via Relative Advantage, Compatibility and Image) significantly influenced Acceptance of smartphone. Second, this research also pointed that Brand Equity (via Brand Awareness), Innovation Characteristic (via Result Demonstrability, Image and Voluntariness), and Acceptance significantly influenced Repurchase Intention. Third, the findings indicated that Acceptance significantly mediates the relationship between Innovation Characteristics (via Image) and Repurchase Intention. In addition, the study showed that Innovation Characteristics was important for Acceptance of Smartphone. After the consumer had adopted smartphone, the role of Brand Equity becomes important. In essence, it plays significant role together with Innovation Characteristics and Acceptance in determining Repurchase Intention of Smartphone. At the same time, Acceptance too asserts significant mediating influence in the relationship between Innovation Characteristics and Repurchase Intention. Acceptance had successfully mediates the relationship between Image and Repurchase Intention. In conclusion, the results implied that, smartphone Acceptance was influenced by consumers’ utilitarian values, while Repurchase Intentions were influenced by utilitarian and hedonic values. The result also stressed a point that getting Acceptance also helps in increasing the Repurchase Intention level.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Wong, Chee Hoo
author_facet	Wong, Chee Hoo
author_sort	Wong, Chee Hoo
title	Relationship of brand equity and innovation characteristics to acceptance and repurchase intention of smartphones
title_short	Relationship of brand equity and innovation characteristics to acceptance and repurchase intention of smartphones
title_full	Relationship of brand equity and innovation characteristics to acceptance and repurchase intention of smartphones
title_fullStr	Relationship of brand equity and innovation characteristics to acceptance and repurchase intention of smartphones
title_full_unstemmed	Relationship of brand equity and innovation characteristics to acceptance and repurchase intention of smartphones
title_sort	relationship of brand equity and innovation characteristics to acceptance and repurchase intention of smartphones
granting_institution	Universiti Putra Malaysia
granting_department	Graduate School of Management
publishDate	2012
url	http://psasir.upm.edu.my/id/eprint/31656/1/GSM%202012%206R.pdf
_version_	1747811625787719680

Relationship of brand equity and innovation characteristics to acceptance and repurchase intention of smartphones

Similar Items