The importance of enhancing, maintaining and saving face in smartphone repurchase intentions of Chinese early adopters

• Published in: Information technology & people (West Linn, Or.) Vol. 30; no. 3; pp. 629 - 652
• Main Authors: Filieri, Raffaele, Chen, Wenshin, Lal Dey, Bidit
• Format: Journal Article
• Language: English
• Published: West Linn Emerald Publishing Limited 07.08.2017; Emerald Group Publishing Limited
• Subjects: Behavior; Brand loyalty; Brands; Cellular telephones; Consumer behavior; Consumers; Country of origin; Cultural factors; Decision making; Design factors; Global positioning systems; GPS; Information systems; Information technology; Instant messaging; Internet; Loyalty; Luxuries; Marketing; Markets; New technology; Norms; Operating systems; Popularity; Qualitative research; Smartphones; Social networks; Social research; Technology Acceptance Model; Technology adoption; Usefulness; China; Continuance; Inductive research; Mobile communications; Marketplaces
• DOI: 10.1108/ITP-09-2015-0230
• ISSN: 0959-3845

Purpose China is the world’s largest consumer market for smartphones. Early adopters are highly influential in consumers’ decisions of new technologies. Therefore, understanding Chinese early adopters’ decision making in the smartphone market is of crucial importance to smartphone companies. There is a dearth of in-depth studies on the factors affecting consumers’ repurchase intention for smartphones. The purpose of this paper is to narrow this knowledge gap by developing a new conceptual framework explaining early adopters’ repurchase intention of smartphones. Design/methodology/approach Using 30 face-to-face interviews with Chinese early adopters of smartphones, the authors built a new theoretical framework to explain the factors that influence their repurchase intention. Findings Repurchase intention of smartphones is determined by aesthetic and utilitarian product-related factors (design appeal, perceived usefulness), socio-cultural factors (subjective norms, mianzi/face considerations), and brand-related factors (brand popularity, brand’s country of origin, perceived brand quality, and brand loyalty). The emerging framework also explores the factors affecting enhancing, maintaining, and saving mianzi/face. Originality/value In contrast to existing technology-driven models, the study’s emerging framework shows how aesthetic, socio-cultural, and brand-related factors can offer new insights in understanding repurchase intention in a rapidly developing market. As these factors are rarely examined in the information technology and/or marketing literatures, potential knowledge contribution can be highly expected.