Little empirical evidence is obtained for the moderating outcomes of mobile promotions (M-promotions) during subsequent repurchasing events. This study examines how M-promotions indirectly influence repurchase intentions, and how the level of promotions moderates the relationship between repurchase intentions and their determinants. The findings show that three determinants (i.e., brand attitude, functional quality, and online reviews) directly lead to repurchase intention. However, the moderating effects of M-promotions vary. Especially, our findings show that the moderating effect of M-promotions is only significant in the relationship between functional quality and repurchase intentions and that between online reviews and repurchase intentions. Repurchase intentions are increased by high M-promotions when functional quality is low, and when online reviews are positive.

中文翻译：

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移动服务提供商促销对回购意向的实证检验

在随后的回购事件中，很少有关于移动促销（M-promotions）适度结果的经验证据。这项研究探讨了M促销如何间接影响回购意向，以及促销水平如何调节回购意向与其决定因素之间的关系。调查结果表明，三个决定因素（即品牌态度，功能质量和在线评论）直接导致了回购意向。但是，M促销的调节作用会有所不同。特别是，我们的研究结果表明，M促销的调节作用仅在功能质量与回购意向之间以及在线评论与回购意向之间的关系中具有重要意义。功能质量低下时，M促销高会增加回购意向，