Consumers repurchase behavior on selected consumer goods: An investigation on the moderating effects of prior product knowledge

In this paper, a framework which integrates several dimensions (attributes importance, interpersonal influence and demographic variables) affecting consumer decision making and repurchase intention as well as the possible relationship among all variables is developed. The results revealed that quality, brand name, product information and informational influence had significant direct relationship on repurchase intention for high involvement products. While for low involvement products, price and brand name significantly predict consumers´ repurchase intention. The influence of significant others did not significantly affect consumers´ repurchase intention regardless of whether the products are low or high involvement products. Finally, the effect of prior product knowledge in moderating the relationship among all sets of variables did not significantly apply to all types of products regardless of whether these products are categorized as low or high involvement products. In conclusion, the research model will provide an important input to the marketing decision-making process and management decision such as marketers, product managers and/or brand managers to streamline their marketing plan and strategies. In addition, the findings of this research also contribute to the body of knowledge on consumer behavior and marketing management.