How to promote repurchase intention toward Covid-19 antigen test kits: Evidence from Thai consumers

  • Received February 6, 2023;
    Accepted March 9, 2023;
    Published March 20, 2023
  • Author(s)
  • DOI
    http://dx.doi.org/10.21511/im.19(1).2023.16
  • Article Info
    Volume 19 2023, Issue #1, pp. 186-196
  • TO CITE АНОТАЦІЯ
  • Cited by
    6 articles
  • 493 Views
  • 217 Downloads

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License

Promoting repurchase intention to existing consumers is a crucial advantage that helps businesses manage sufficient supply for their customers and ensure their business sustainability. Business managers must understand factors that can significantly promote repurchase intention. Therefore, this study aims to examine the influence of brand love, brand preference, and brand loyalty on the intention to repurchase Covid-19 antigen test kits among a sample of Thai consumers. To achieve this aim, 670 Thai people, who had used the antigen test kit for their Covid-19 testing, were invited to answer questionnaires using an online Google Forms survey. After clearing outliers, only 523 responses were deemed valid and reliable and kept for further path analysis. The research findings showed that brand love and brand preference demonstrated positive relationships with brand loyalty. In addition, brand love and brand preference displayed positive relationships with repurchase intention. In conclusion, the results emphasized brand loyalty as the primary driver of repurchase intention because of its significant impact on Thai customers.

view full abstract hide full abstract
    • Figure 1. Theoretical framework
    • Figure 2. Path analysis findings
    • Table 1. Reliability and convergent validity
    • Table 2. Discriminant validity
    • Table 3. Model fitness of path analysis
    • Table 4. Findings and hypotheses testing summary
    • Formal Analysis
      Long Kim, Siwarit Pongsakornrungsilp
    • Investigation
      Long Kim, Siwarit Pongsakornrungsilp
    • Methodology
      Long Kim, Thanapa Chouykaew, Siwarit Pongsakornrungsilp
    • Writing – original draft
      Long Kim, Thanapa Chouykaew
    • Writing – review & editing
      Long Kim, Thanapa Chouykaew, Sangwon Lee
    • Software
      Thanapa Chouykaew, Teerasak Jindabot
    • Supervision
      Thanapa Chouykaew, Teerasak Jindabot, Sangwon Lee
    • Validation
      Thanapa Chouykaew, Sangwon Lee
    • Conceptualization
      Siwarit Pongsakornrungsilp, Teerasak Jindabot
    • Project administration
      Siwarit Pongsakornrungsilp
    • Data curation
      Teerasak Jindabot, Sangwon Lee
    • Resources
      Teerasak Jindabot, Sangwon Lee