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Understanding cross‐product purchase intention in an IT brand extension context
Author(s) -
Guo Yue,
Zhu Ying,
Barnes Stuart J.,
Bao Yongchuan,
Li Xiaotong,
LeNguyen Khuong
Publication year - 2018
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21094
Subject(s) - continuance , brand extension , product (mathematics) , advertising , expectancy theory , context (archaeology) , marketing , brand awareness , perception , psychology , business , social psychology , mathematics , paleontology , geometry , neuroscience , biology
This study investigates why some customers of a brand tend to purchase IT products launched by the same brand in a different category, but others do not. Combining insights from marketing and information systems research, this study develops an integrative model of cross‐category purchases of IT products in a brand extension context. This research extends the information system (IS) continuance model by integrating brand extension factors such as perceived fit into the new model. The proposed model is empirically tested using data collected from 342 Xiaomi customers. The results show that in addition to post‐acceptance usefulness perceptions and brand satisfaction, the perceived service quality and perceived fit of the initial purchase also have strong effects on consumers’ continuance purchase intentions toward a brand extension product. Hedonic and utilitarian expectancy mediate the relationship between consumers’ post‐consumption views of the initial purchase and their intention of the subsequent purchase of a different product under the same brand.