The Role of Utilitarian, Brand value, Aesthetic, and the Cultural Factors on the Intention to Repurchase Smart Phones of Apple

Abstract

Today, in the highly competitive world of business, having loyal customers is a valuable asset for businesses and companies. In the same vein, the re-purchase intention plays a vital role and identifying and improving its influential factors can boost this valuable asset. Therefore, the main objective of the present study is to study the role of utilitarian, brand value, aesthetic, and the cultural factors on the intention to re-purchase Apple smartphones. This study is applied and has a descriptive-correlative design. The statistical population consisted of approximately 6000 students of management at the Central Branch of Tehran Azad University. The sample size was calculated 361 people using Morgan table. The simple random sampling method used. To test the research hypothesis, structural equation modeling (SEM) by Lisrel has been used. The findings show that product’s design, perceived quality, subjective norms and brand popularity were the factors that have had a positive effect both directly and through the intermediary variable of socio-cultural reputation on the intention to repurchase this product.