This research aims to discuss the correlation between after-purchase satisfaction and repurchase intention of mobile phones. The amount of mobile phone users had reached to 20 million and the possession rate of mobile phones was over 90% in Taiwan in July 2005. Repurchasers, including replacing the used mobile phone and buying the second one, are primary consumers in the mobile phone markets. Therefore it is important for mobile phone producers to understand consumers¡¦ repurchase intention and repurchase behaviors. However, consumers¡¦ purchasing decision does not end at buying but continues to influence consumers by the products¡¦ performance. After purchasing mobile phones, consumers tend to determine whether the buying decisions are correct or not by the satisfaction of the products. The conclusions of this research are presented as follows, (1)On average, university students have purchased 2.43 mobile phones by signing contracts with mobile phone service providers. (2)Consumers¡¦ after-purchase satisfaction, perceived value satisfaction, and brand loyalty significantly differ from different brands. Nokia was ranked highest. (3)In attributes of mobile phone, only brands and service points are considered affecting after-purchase satisfaction. (4)Perceived value satisfaction is prominently correlated to repurchase intention. (5)In personal concerns, attributes of mobile phones not only affect the repurchase intention but also have moderation effects. The conclusions above are meaningful for management in the following aspects, (1)University students have strong purchasing power and change mobile phones frequently, so mobile phone producers should create customer databases and offer special discounts to original customers. (2)Mobile phone producers should add more effort in product design and conduct remarkable attributes to create customers¡¦ usage habits and then attain their brand loyalty.

Marketing is one of the industries most impacted by the rapid development of AI and its applications. This study, in particular, illuminates the significant field of content personalization, which is a highly successful marketing strategy. In a world where content personalization is increasingly implemented by e-commerce websites, movie platforms, music platforms, and even news websites, the practice of collecting personal information for content personalization has raised concerns among consumers, leading many to reject such practices. Individuals' beliefs and cultural characteristics play a significant role in their attitudes toward content personalization. Therefore, this study aims to explore the drivers that would lead someone to share their personal information for content personalization. However, rather than just examining this trade-off, the study seeks to gain a deeper understanding of the issue by exploring how these drivers are related to individual cultural characteristics. To explore consumers' opinions and the drivers that would motivate someone to share their personal information for content personalization, interviews were conducted with individuals from Northern Europe and Greece, who have different cultural characteristics. By examining the topic through personal experiences and perspectives, the study revealed that certain drivers are considered regardless of culture, while others are culturally specific, thus creating specific patterns for how individuals of different cultures think. This information can guide marketers, policymakers, and professionals in the field to align their practices with the diverse cultural characteristics of individuals.