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首页> 外文期刊>Journal of Business Research >Customer engagement, customer equity and repurchase intention in mobile apps
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Customer engagement, customer equity and repurchase intention in mobile apps

机译：客户参与，客户股权和移动应用中的回购意图

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Our study is among the pioneering group in the mobile application (app) literature investigating customers’ repurchase decisions. Given the proliferation of mobile devices and the growing attention paid to social media marketing for facilitating customer engagement with brands, research concerning mobile apps’ customer engagement and its consequence still awaits to be developed. Our study, thus, explores how mobile apps’ customer engagement via various social media communities influences customer equity (brand, value and relationship equity) and repurchase intention. Based on the survey research using a sample of 485 existing customers of Gogoro – the largest electric scooter company in Taiwan – our study extends recent mobile app and service-dominant logic literature in unpacking the stimulus of repurchase intention towards premium brands. This study used structural equation modelling to test its hypotheses. The empirical findings suggest that mobile apps’ customer engagement positively affects customer equity, which further enhances the repurchase intention of existing customers. Our findings reveal that customer equity is a crucial mediator in explaining how repurchase intention is encouraged through the positive impact of mobile apps’ customer engagement on brand, value and relationship equity accumulation.
机译：我们的研究是移动申请（APP）文献中的开拓集团研究了客户的回购决策。鉴于移动设备的扩散和向社交媒体营销带来越来越多的关注，以促进客户与品牌的竞争，有关移动应用程序的客户参与的研究及其后果仍然可以发展。因此，我们的研究探讨了移动应用程序如何通过各种社交媒体社区的客户参与，影响客户股权（品牌，价值和关系股权）和回购意图。基于调查研究，使用485个现有的Gogoro客户样品 - 台湾最大的电动滑板车公司 - 我们的研究在解开回购意向对高级品牌的回购意向刺激方面扩展了最近的移动应用和服务主导逻辑文献。本研究使用了结构方程模型来测试其假设。实证调查结果表明，移动应用程序的客户参与积极影响客户股权，进一步增强了现有客户的回购意图。我们的调查结果表明，客户股权是一种重要的调解员，了解通过移动应用程序客户敬业对品牌，价值和关系股权积累的积极影响，鼓励回购意图。

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