| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 95 === This research aims to discuss the correlation between after-purchase satisfaction and repurchase intention of mobile phones. The amount of mobile phone users had reached to 20 million and the possession rate of mobile phones was over 90% in Taiwan in July 2005. Repurchasers, including replacing the used mobile phone and buying the second one, are primary consumers in the mobile phone markets. Therefore it is important for mobile phone producers to understand consumers’ repurchase intention and repurchase behaviors.
However, consumers’ purchasing decision does not end at buying but continues to influence consumers by the products’ performance. After purchasing mobile phones, consumers tend to determine whether the buying decisions are correct or not by the satisfaction of the products.
The conclusions of this research are presented as follows,
(1)On average, university students have purchased 2.43 mobile phones by signing contracts with mobile phone service providers.
(2)Consumers’ after-purchase satisfaction, perceived value satisfaction, and brand loyalty significantly differ from different brands. Nokia was ranked highest.
(3)In attributes of mobile phone, only brands and service points are considered affecting after-purchase satisfaction.
(4)Perceived value satisfaction is prominently correlated to repurchase intention.
(5)In personal concerns, attributes of mobile phones not only affect the repurchase intention but also have moderation effects.
The conclusions above are meaningful for management in the following aspects,
(1)University students have strong purchasing power and change mobile phones frequently, so mobile phone producers should create customer databases and offer special discounts to original customers.
(2)Mobile phone producers should add more effort in product design and conduct remarkable attributes to create customers’ usage habits and then attain their brand loyalty.
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