This dissertation analyzed customers’ intention to repurchase a smartphone based on an analysis of previous research. In particular, this study examined whether social influence directly affects the intention to repurchase, whether positive and negative social influence have differential effects on intention to repurchase, and the effects of habit on intention to repurchase and their role as a mediator. The study focused on two customer groups, customers who bought a smartphone of the same brand as their current smartphones, and customers who bought a different brand of smartphone. Previous studies have suggested that customer satisfaction leads to brand loyalty, which, in turn, leads to repurchase. However, this paper looks at customers’ intentions to repurchase by considering social influence, customer satisfaction, emotion loyalty, and the moderating effects of customer habit. In addition, statistical analysis was conducted to investigate customers' intention to repurchase and their causal relationships. Customer satisfaction and emotional loyalty were studied as mediators. The results showed that for both customer groups, positive social influence affects customer satisfaction, and customer satisfaction affects 'intention to repurchase'. This paper also found that customer habit moderates the relationships among customer satisfaction, emotional loyalty, and intention to repurchase (the latter in the customer group who repurchased the same brand smartphone). The customer group who repurchased the same brand smartphone showed that positive social influence affected customer satisfaction and emotional loyalty. Additionally, both customer satisfaction and emotional loyalty had positive effects on intention to repurchase. In addition, customer habit had a positive effect on intention to repurchase, and habit moderated the relationship between customer satisfaction and emotional loyalty and intent to repurchase (the customer group who repurchased the same brand smartphone). These results suggest that companies should strengthen their customer loyalty programs and subscription business strategically to induce customers to repurchase. If customer satisfaction and emotional loyalty have mediating effects, then companies should establish differentiated marketing strategies considering customer satisfaction and emotional loyalty. Customers' habits should be strategically utilized to induce them to continuously use the same brand of products. Customer repurchases are based on a satisfactory experience of customers' consumption behavior. However, the results of this study show that customer habits also play a role in moderating customer satisfaction in a negative direction. In other words, habit can be an important factor in inducing customers to repurchase smartphones unconsciously, rather than making reasonable decisions. / Business Administration/Management Information Systems

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-07-21T18:09:47Z No. of bitstreams: 1 Luiz Silva dos Santos.pdf: 1818866 bytes, checksum: 5ebb03d38952f88ab9db4ffc34d88a3f (MD5) / Made available in DSpace on 2016-07-21T18:09:48Z (GMT). No. of bitstreams: 1 Luiz Silva dos Santos.pdf: 1818866 bytes, checksum: 5ebb03d38952f88ab9db4ffc34d88a3f (MD5) Previous issue date: 2016-03-31 / The main objective of this work is to determine which of the two main constructs available in the marketing literature on the involvement of consumers (PII Personal Involvement Inventory - Zaichkowsky - 1994) and (NIP New involment Profile - Jain and Srinivasan - 1990), has the greatest power prediction as to word of mouth and repurchase intention to participate in street racing events in the city of São Paulo. The street race has shown an exponential increase in the number of practitioners every year in the same proportion also increases the number of events related to this sport practice, showing its importance as a promoter in the act of consumption, health and well-being of the population . Moreover, it is a popular sport low cost, low risk, high efficiency and great practicality. With this growth, the market has simultaneously attracting more competition between companies that organize these events in São Paulo, generating new challenges so that we can provide participants with a greater range of products and services to be offered to such customers and street runners, who are increasingly involved with this sport. Data were collected through a field survey with a sample of 320 respondents. To analyze the data we used structural equation modeling technique where it was found that construct NIP New involment Profile, it showed the best predictive results in relation to the mouth of variables mouth and repurchase intention. With the results obtained in this study is expected to increase knowledge of consumer involvement with sports and can be used by researchers and professionals of marketing and sport management. / O principal objetivo desta dissertação é determinar qual dos dois principais construtos disponíveis na literatura de marketing sobre o envolvimento dos consumidores (PII Personal Involvement Inventory de Zaichkowsky - 1994) e (NIP New Involment Profile de Jain e Srinivasan - 1990), tem o maior poder de predição quanto ao boca a boca e a intenção de recompra de participação em eventos de corrida de rua na Cidade de São Paulo. A corrida de rua tem mostrado um aumento exponencial no número de praticantes a cada ano, na mesma proporção aumenta também o número de eventos relacionados a essa prática esportiva, mostrando a sua importância como promotora no ato de consumo, saúde e bem-estar da população. Além disso, é um esporte popular de baixo custo, baixo risco, alta eficiência e grande praticidade. Com esse crescimento, o mercado vem atraindo simultaneamente uma maior concorrência entre as empresas que organizam esses eventos na cidade de São Paulo, gerando novos desafios a fim de que se possa proporcionar aos participantes uma gama maior de produtos e serviços a serem oferecidos a esses consumidores e praticantes de corrida de rua, que estão cada vez mais envolvidos com essa prática esportiva. Os dados foram coletados através de uma pesquisa de campo com uma amostra de 320 respondentes. Para analisar os dados foi utilizada a técnica de Modelagem de Equações Estruturais, onde constatou-se que construto NIP New Involment Profile, foi o que apresentou os melhores resultados preditivos em relação as variáveis de boca a boca e a intenção de recompra. Com os resultados obtidos nesta pesquisa espera-se ampliar o conhecimento sobre o envolvimento dos consumidores com esportes e que possam ser utilizados por pesquisadores e profissionais de marketing e gestão do esporte.