The role of decision priority and performance risk in the impact of consumer empowerment on repurchase intent

Subject Areas : business management

leila jalali ¹ , mojtaba moazzami ²

1 - Department of Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Higher Education Management, North Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2021-05-10 Accepted : 2021-06-09 Published : 2021-09-23

Keywords: Repurchase intention, Decision priority, Performance risk, Consumer empowerment,

Abstract :

The purpose of the present study is the role of decision-making priority and performance risk in the impact of consumer empowerment on the intention to repurchase customers. The research method is survey in nature and applied in terms of purpose. The statistical population of the study is the customers of Asian insurance branches in Mazandaran province. The sample size was determined using Cochran's formula 384 people and was selected by available sampling method. To collect data from valid Spritzer (1995) perceived self-efficacy questionnaires. Chandran and Morowitz (2005) Controlled Ability, Perceived Functional Risk of Nepomosno et al. (2014), Andy et al. (1989) Decision Priority, and Diallo (2012) Repurchase Intention were used. Validity and Reliability of Questionnaires by Expert Professors And Cronbach's alpha coefficient test was confirmed. To confirm the type of statistical method, ks test was used and in order to analyze the data, the structural equation technique was used using Lisrel statistical software and Spss statistical software. The results showed priority. Decisions mediate the effect of perceived self-efficacy and perceived control over customers' intention to repurchase. Functional risk plays a moderating role in the effect of perceived self-efficacy on repurchase intention and customer decision-making priority.