Apple's App Store in Thailand: Factors Affecting Repurchase Intention

Document Type

Conference Proceeding

Conference Track

Supply Chain Management/ International Marketing/ Business to Business Marketing

Publication Date



This study investigates the factors that affect repurchase intention to buy applications on Apple’s App Store in the emerging economy of Thailand. A conceptual model based on prior studies was developed for this project. The variables (a) perceived value, (b) service quality (ease of use, web design, responsiveness, personalization, and assurance), (c) customer satisfaction, and (d) trust were the independent variables which have an effect on repurchase intention (the dependent variable) from Apple’s App Store. The results indicate that perceived value, customer satisfaction, and trust have a direct effect on repurchase intention toward buying applications on Apple’s App Store while perceived value and service quality have an effect on customer satisfaction, and customer satisfaction has an impact on trust. Based on the findings, suggestions are given to Apple Inc. and the iOS developers for encouraging customers to become more satisfied long term users of the Apple Apt store.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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