The factors affecting on consumers' repurchase intention toward an automobile brand: An application of reasoned action theory

Abstract

Today automotive industry is a driving force for economy of most developed and developing countries. So the present study has been carried on to analyze the influencing factors on consumers' repurchase intention toward a brand of automobile. Theory of reasoned action has been used in this study to measure consumer repurchase intention. The theory consider consumer attitude towards action and subjective norms as influencing factors on consumer purchase intention. In this study, consumer's involvement to product class and the amount of his/her attention to social comparison information, also added to the model to measure consumers' repurchase intention. This is a descriptive research which conducted in a survey method. Statistical population of the study was 482 faculty members of University of Isfahan. The sample size was 86 that was chosen by a classified random sampling method. The data gathering instrument was a questionnaire which its reliability coefficient calculated by cronbach alpha was 0.751. The results showed that in studied population, subjective norm was the most influencing factor on repurchase intention.