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The role of aesthetic, cultural, utilitarian and branding factors in young Chinese consumers' repurchase intention of smartphone brands

Lookup NU author(s): Professor Raffaele Filieri



This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).


Despite the exponential growth of smartphone consumption, todate, very few studies have investigated the factors that influenceconsumers' repurchase intention of smartphone brands. China has becomethe world's largest consumer markets for smartphones, thereforeunderstanding young Chinese consumers' repurchase intention in thesmartphone market is of crucial importance to smartphone companies. Apreliminary qualitative study based on 30 face-to-face interviews has ledto the development of a new conceptual framework including aesthetic(design appeal), functional (perceived quality), brand value (brandpopularity), social (subjective norm) and cultural influences (mianzi).The newly developed framework has been tested through partial leastsquares structural equation modeling with a sample of 321 young Chinesesmartphone users. The results show that young Chinese customer'ssmartphone repurchase intention is mainly determined by mianzi, perceivedquality, brand popularity, and design appeal. Furthermore, findings alsohighlight that subjective norm, perceived quality and design appealaffect Chinese people's mianzi.

Publication metadata

Author(s): Filieri R, Lin Z

Publication type: Article

Publication status: Published

Journal: Computers in Human Behavior

Year: 2017

Volume: 67

Pages: 139–150

Print publication date: 01/02/2017

Online publication date: 06/11/2016

Acceptance date: 28/09/2016

Date deposited: 18/10/2016

ISSN (print): 0747-5632

ISSN (electronic): 1873-7692

Publisher: Pergamon Press


DOI: 10.1016/j.chb.2016.09.057


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