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

Tonåringar och unga vuxna befinner sig i ett ständigt sökande efter sig själva, med en önskan om att få passa in och en längtan efter villkorslös kärlek. Den eviga tron på att vara odödlig och ett inte alltid utvecklat konsekvenstänk, gör ungdomen sårbar och riskbeteendena kan därför bli många. I dagens samhälle florerar mängder av normer och förväntningar som påverkar ungdomar. Att på egen hand navigera och kritiskt granska omvärlden är svårt för både tonåringar och unga vuxna i allmänhet, men för de som inte fått med sig rätt verktyg och kunskaper i synnerhet, blir omgivningen ibland svårtolkad. Syftet med denna kvalitativa intervjustudie var att studera vilka typiska sexuella problem som är mest framträdande bland tonåringar och unga vuxna idag, samt att undersöka huruvida dessa problem är en konsekvens av negativ social påverkan. Med en socialpsykologisk ansats studerades detta genom teorier om social påverkan, sociala normer, konformitet och sexuella script. Tio semistrukturerade intervjuer med barnmorskor och kuratorer på ungdomsmottagningar samt skolsköterskor på gymnasium och högstadieskolor genomfördes. Resultaten visar att destruktiva sexuella normer leder till både psykiska och fysiska sexuella problem och kan vara en konsekvens av såväl enbristande sexualundervisning, en inte tillräckligt närvarande vuxenvärld, sociala medier och pornografi. / Adolescents and young adults are in a constant search for themselves, with a desire to fit in and a longing for unconditional love. The eternal belief in beeing immortal and ignoring consequences make young people vulnerable and exposed to various types of risk behaviors. In society today, a multitude of different norms abound affecting youth. For adolescents and young adults who have not yet acquired the right tools or knowledge, the environment becomes all the more difficult to interpret. The purpose of this qualitative interview study was to investigatewhich typical sexual problems are most prominent among teenagers and young adults today, and to investigate whether these problems may be a consequence of negative social impact.With a social psychological approach, this is studied through theories of social influence, social norms, conformity and sexual scripts. Ten semi-structured interviews with midwives and councilors at youth clinics as well as school nurses at junior high schools and high schools were conducted. The results show that destructive sexual norms lead to both mental and physical sexual problems and can be a consequence of both a lack of sex education, an insufficiently present adult world, social media and pornography.