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Dragging Market Mavens to Promote Apps Repatronage Intention: The Forgotten Market Segment

Rezaei, Sajad ORCID: https://orcid.org/0000-0001-7942-0611 (2017) Dragging Market Mavens to Promote Apps Repatronage Intention: The Forgotten Market Segment. Journal of Promotion Management, 24 (4). pp. 511-532. ISSN Print: 1049-6491 Online: 1540-7594

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Abstract

While diffusers of market information, their level of involvements and experiences in the marketplace are essential to a market segment, a few empirical research have examined the role of market mavens in promoting Apps retail channel repatronage intention. The purpose of this study is to investigate the structural relationship between flow experience, immersive satisfaction (affective), experiential satisfaction (cognitive), market maven tendency, and Apps repatronage intention (ARI). A total of 407 valid online questionnaires were collected to conduct the statistical analyses using partial least square path modeling approach. The results imply that flow experience, immersive and experiential satisfaction are several determinants of market mavens in promoting Apps retail stores. Practically, the results imply that consumers with a high level of perceived flow experience, immersive and experiential satisfaction exhibit higher tendency of involvement, diffuse more Apps market information and further show a high level of ARI. Theoretically, this study uncovers the experience, satisfaction, market mavenism, and repatronage linkages, and proposes a set of key determinants to explain ARI in an E-retailing environment. The implications and limitations are discussed. © 2018 Taylor & Francis.

Item Type: Article
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Uncontrolled Keywords: flow experience, immersive satisfaction, experiential satisfaction, market maven tendency, apps repatronage intention (ARI), apps retailing
Divisions: College of Business, Psychology and Sport > Worcester Business School
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Depositing User: Sajad Rezaei
Date Deposited: 17 Jan 2020 13:49
Last Modified: 12 May 2020 04:00
URI: https://eprints.worc.ac.uk/id/eprint/9052

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