The theory of repurchase decision-making (TRD): Identifying the critical factors in the post-purchase decision-making process

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• 作者：Heesup Han^a ; ¹ ; ^{heesup.han@gmail.com} ; Kisang Ryu^b ; ^{kryu11@sejong.ac.kr} ; ^{kisang72@hotmail.com}
• 关键词：Theory of repurchase decision-making ; Model of goal-directed behavior ; Decision-making ; Intention
• 刊名：International Journal of Hospitality Management
• 出版年：2012
• 期刊代码：25_02784319
• 类别：bus
• 出版时间：September, 2012
• 卷：31
• 期：3
• 页码：786-797
• 文件大小：569 K

摘要

A theory particularly designed to explain re-buying decision formation is lacking. This research developed and tested a theory of repurchase decision-making (TRD) that more comprehensively explains individuals鈥?post-purchase decision-making processes. Two studies were conducted in a full-service restaurant setting for the development of this theory. Specifically, important factors generating the repurchasing intention were identified through an exploratory qualitative approach in Study 1. In this qualitative approach, a new set of belief items and salient referents in a re-buying decision-making process were also identified. The proposed model merging the model of goal-directed behavior (MGB) with identified factors and belief constructs from Study 1 were tested in the second study. Our results demonstrated that incremental amounts of total variance in the re-buying decision were explained by the TRD. Newly integrated constructs in combination with the original variables in the MGB were found to play a critical role in the re-buying decision-making process. The implications of this study are presented and discussed.