An empirical study of consumer's repurchase intention of tablet PC

Mobile technological products have now become part of people's lives. As such, the tablet computer is really a new-generation PC that is very popular among business people as well as students, due to its comfort and mobility, and because it functions well. The purpose of this explanatory and exploratory research survey was to test a hypothesized model regarding customers' perceptions of brand image, the sacrifices involved in the purchase, value, satisfaction, brand loyalty, and repurchase intention. Data was collected from 818 responses via questionnaire survey, and all scales were examined for reliability and construct validity. The findings indicated that (a) customers' positive perceptions of brand image have a significant positive effect on brand loyalty; and (b) customers' perceived level of sacrifice has a significant negative effect on customer satisfaction. The limitations and recommendations for future research are also included in this study.