A study of the influence of brand experience of mobile smart devices on repurchase Intention

Name: Huang Xingqiao

keyword: Independent Study

ThaSH: Marketing research

Classification :.DDC: 658.8342

; sensory experience

ThaSH: Consumer behavior

; emotional experience

ThaSH: Brand loyalty

; knowledge experience

ThaSH: Smartphones

; perceived value

ThaSH: Decision making

; brand identity

; repurchase intention

Abstract: As the market economy becomes more sophisticated, brand experience is crucial to consumers’ repurchase intention in the new consumer environment. Mobile smart devices are highly homogenised, competitive and saturated. The link between businesses and consumers is no longer only the physical attributes such as product functionality, but also the soft power behind the brand that can be used by customers to express themselves and their cultural identity. Based on the S-O-R (Stimulus-Organism-Response) theoretical perspective, this study explores to a certain extent the mechanism by which brand experience influences customers’ repurchase intention. The following research objectives were proposed: 1). To explore the influence of sensory experience, emotional experience, and knowledge experience on the repurchase intention of customers of mobile intelligent devices 2). To explore the influence of sensory experience, emotional experience and knowledge experience on the perceived value of mobile smart device customers 3). To explore the influence of sensory experience, emotional experience and knowledge experience on the brand identity of mobile smart device customers 4). To explore the mediating role of perceived value in the relationship between sensory experience, emotional experience, knowledge experience and customers’ repurchase intention 5). To explore the mediating role of brand identity in the relationship between sensory experience, emotional experience, knowledge experience and customers’ repurchase intention. This study used quantitative research methods to collect data from a sample of 325 consumers of different regions, ages, and occupations, quantified the collected data using SPSS and Amos, and verified the hypotheses through structural equation modelling analysis. Finally, the results of the analyses were interpreted in the light of theories and professional knowledge to draw the conclusions of the study. Through the analysis, it is found that: (1) The influence mechanism of brand experience on consumers’ repurchase intention is divided into three stages: different dimensions of experience – perception and recognition – enhancement of intention, which are respectively manifested in the time when consumers are stimulated or have related thoughts, when they make individual subjective evaluations, and when they have specific decision-making intention; (2) Emotional experience and knowledge experience can directly affect customers’ repurchase intention; the effect of sensory experience on repurchase intention is not significant; (3) The mediating effect of perceived value is higher than that of brand identity, which indicates that for this kind of electronic products, customers usually pay more attention to the practicality of the products and business services, and the sense of identity brought about by brand is slightly lower than that of perceived value when subjected to the same brand stimulus. The mediating effect of brand identity is slightly lower than that of perceived value.

Siam University. Library and Information Resource Center

Address: BANGKOK

Email: library@siam.edu

Name: Qiu Chao

Role: Advisor

Created: 2567

Modified: 2568-06-09

Issued: 2025-06-09

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: International Master of Business Administration (I.M.B.A.)

Level: Master's Degree

Descipline: International Business Management

Grantor: มหาวิทยาลัยสยาม

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