• Title/Summary/Keyword: 죠링허우

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A Study on the Antecedents of Repurchase Intention on Smart Phone for Post-90th Generation in China (중국 소비자들의 스마트폰에 대한 재구매의도 결정요인: 죠링허우(90後)를 대상으로)

  • Park, Hyun-Chae
    • Korea Trade Review
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    • v.42 no.1
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    • pp.125-139
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    • 2017
  • According to the US market research firm "Strategy Analytics(SA)", there is a sudden change of wind blowing in the global smart-phone market. In particular, several Chinese firms such as Huawei, Xiaomi and Oppo show a rapid growth in the pace of Chinese market, whereas other leading players like Apple and Samsung has slowly grown in China market. Therefore, this study will investigate the main antecedents of repurchase intention of smart phones in post-90th generation in China. In addition to this, the mediating effect of SIC will be analyzed. The results of the study are as follows; first, there is significant relationships among brand, individual experience and repurchase intention, on the other hand, there is no significant relationships between design, price, function factor and repurchase intention; second, SIC partially mediate the relationship between brand factors and repurchase intention. Based on the results targeted to post 90th generation in China, several implications are suggested for smart phone firms.

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