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

Authors
이홍주
Issue Date
Sep-2020
Publisher
MDPI
Keywords
consumer behavior; intention to repurch; asemultiple regression analysis; artificial neural network; consumer satisfaction; emotional loyalty; social influence
Citation
Information, v.11, no.9, pp 1 - 22
Pages
22
Journal Title
Information
Volume
11
Number
9
Start Page
1
End Page
22
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/146868
DOI
10.3390/info11090400
ISSN
2078-2489
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.
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사회과학대학 (소비자경제학과)
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