ABSTRACT

This study examined the effect of mobile operator promotions (MOP) on customer purchase intentions using longitudinal survey data (over two phases in a two-year period) from mobile phone consumers in South Korea. Results indicated that MOP led indirectly to repurchase intentions, but moderated mediation effects varied across time points. MOP appears primarily to moderate brand attitudes, which strongly influence repurchase intentions. Specifically, the direct effect appears between purchase intentions at time T and repurchase intentions at T + 1; however, the moderating influence of MOP is limited in these timeframes.

中文翻译：

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纵向服务研究韩国移动服务运营商促销对回购行为的影响

摘要

这项研究使用来自韩国手机消费者的纵向调查数据（两年内分两个阶段）调查了移动运营商促销（MOP）对客户购买意愿的影响。结果表明，MOP间接导致了回购意向，但适度的调解效果随时间点而变化。MOP主要表现为温和的品牌态度，这会严重影响回购意向。具体而言，直接影响出现在时间T的购买意图和时间T + 1的回购意图之间；但是，MOP的适度影响在这些时间范围内受到限制。