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

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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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Official URL: https://www.tandfonline.com/doi/full/10.1080/10496...

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
Additional Information:	Staff and students at the University of Worcester can access the full-text of the online published article via the official URL. External users should check availability with their local library or Interlibrary Requests Service.
Uncontrolled Discrete 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
Related URLs:	Publisher https://library.worc.ac.uk/
Depositing User:	Sajad Rezaei
Date Deposited:	17 Jan 2020 13:49
Last Modified:	17 Jun 2020 17:34
URI:	https://worc-9.eprints-hosting.org/id/eprint/9052

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