An Investigation of the Mediating Role of Customer Satisfaction on PC Repurchase Intention

The purpose of this study is to investigate the impact of the independent variables of product attribute, price, service level, image, and advertising on PC repurchase intention while also focusing on the mediating role of the variable of customer satisfaction. As much earlier research has been focused on the service items regarding the relation between customer satisfaction and purchase intention, it is worth applying to the area of tangible goods with some newly identified influencing factors on the repurchase intention. This study tests the mediating role of customer satisfaction to repurchase intention of the personal computer goods, which case is seldom tested in the field. This research found that the independent variables of product attributes, price level, service level, image, and advertising have positive influences on customer satisfaction, which also has a positive impact on the repurchase intention of the PC products.