Journal
PSYCHOLOGY & MARKETING
Volume 35, Issue 6, Pages 392-411Publisher
WILEY
DOI: 10.1002/mar.21094
Keywords
brand extension; brand satisfaction; continuance purchase behavior; cross-product purchase; hedonic expectancy; IT product purchase; perceived service quality; utilitarian expectancy
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Funding
- Fundamental Research Funds for the Central Universities [2014B18914]
- Humanities and Social Sciences Foundation of the Ministry of Education in China [16YJC630028]
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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.
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