A Study of Consumer Repurchase Behaviors of Smartphones Using Artificial Neural Network

Abstract

This study analyzed consumer intention to repurchase a smartphone, using an analysis of previous research and suggesting this as a research model. To this end, factors influencing "intention to repurchase" the smartphone were derived as social influence, consumer satisfaction, emotional loyalty, and habit. In addition, statistical analysis was conducted to investigate consumer repurchase intentions and the causal relationships. It is also possible to investigate whether consumer habits are linked to repurchases by analyzing their psychological inclinations; therefore, in this study, 390 people who repurchased a smartphone over the past two years were surveyed, and data were collected. This study analyzed the causal relationships among the factors using SPSS 24.0. Moreover, the causal relationship analysis was enhanced using the artificial neural network (ANN) algorithm. With multiple regression analysis and the ANN algorithm, consumer satisfaction (0.71), emotional loyalty (0.108), and social influence (0.062) were determined to affect the intention to repurchase. This means that the ANN algorithm can be used over multiple regression analysis and improve the results of the analysis. In addition, this study also provided practitioners with a way to improve their understanding of consumer behavior intention to repurchase smartphones.