Effects of mobile service operator promotions in repurchase behaviour in South Korea: a longitudinal study

ABSTRACT

This study examined the effect of mobile operator promotions (MOP) on customer purchase intentions using longitudinal survey data (over two phases in a two-year period) from mobile phone consumers in South Korea. Results indicated that MOP led indirectly to repurchase intentions, but moderated mediation effects varied across time points. MOP appears primarily to moderate brand attitudes, which strongly influence repurchase intentions. Specifically, the direct effect appears between purchase intentions at time T and repurchase intentions at T + 1; however, the moderating influence of MOP is limited in these timeframes.

KEYWORDS:

• Mobile promotions
• online reviews
• brand attitude
• longitudinal study
• temporal dynamics
• South Korea

Acknowledgements

We would like to thank Dr. Myung-Soo Lee (Zicklin School of Business, The City University of New York) and Dr. Arvind Rangaswamy (Penn State University) for their comments on a previous draft of the article.

Disclosure statement

The authors declare no conflicts of interest.

Additional information

Notes on contributors

Pan Huifeng

Pan Huifeng is Assistant Professor at Shanghai University of Political Science and Law, Shanghai, China. He has published articles in journals such as Internet Research, Management Decision, and Asia Pacific Business Review.

Hong-Youl Ha

Hong-Youl Ha is a Professor of Marketing at Dongguk University-Seoul in South Korea. He obtained his PhD from Swinburne University of Technology in Australia and has published articles in journals such as the Journal of Computer-Mediated Communication, International Marketing Review, European Journal of Marketing, Service Industries Journal, Journal of Services Marketing, Journal of Consumer Marketing, Journal of Consumer Behaviour, International Journal of Consumer Studies, and Internet Research.