중국에서 휴대폰 리콜기업에 대한 소비자 태도가 구매의도에 미치는 영향

The Effects of Consumer’s Attitude on Purchase Intention of Mobile Recall Firm in China: Focused on the Mediating Effects of Recall Satisfaction and the Moderating Effects of Consumer’s Activeness

This study examines the relationship between Chinese consumer attitudes of mobile phone recall and consumer purchase intention. It focuses on the moderating effects of consumer attitudes towards recall and the mediating effect of recall satisfaction. The results of applying the structural equation model to 245 samples to demonstrate the hypotheses: (1) Consumer attitudes towards mobile phone company’s recall attitudes have a positive impact on recall satisfaction; (2) Recall satisfaction has a positive impact on consumer purchase intention; (3) Consumer attitudes towards mobile phone company’s recall attitudes have a positive impact on consumer purchase intention; (4) Recall satisfaction can be a mediator between consumer attitudes toward mobile phone company’s recall and consumer purchase intention; and (5) Positive customer attitudes can be a moderator between consumer attitudes toward mobile phone company’s recall and consumer purchase intention. The results can be explained as follows: A recall company generally regards the recall problems as production costs increase, however it will be a chance to increasing customer’s satisfaction when utilizing positive attitudes of consumer towards product recall policy.