The Influence Path of Customer Gratitude on Repeat Purchase Intention Based on SEM: An Analysis of Chain Mediation Effect

Abstract

This paper expands research on the relationship marketing model of “customer gratitude→repeated purchase intention” by focusing on customers’ psychological and introducing customer psychological ownership, brand attachment, and product attitude as three mediator variables into the SOR theory. The PLS-SEM method is applied to analyze 283 questionnaires. The results are as follows. (1) Customer gratitude is an essential factor for customer psychological ownership, which has a significant positive impact on brand attachment and product attitude. (2) Brand attachment and product attitude are critical factors for consumers’ repeated purchase intention. (3) The mediating effects of customer psychological ownership, brand attachment, and product attitude were further confirmed. This paper can provide references for companies and service personnel on optimizing services and maximizing profits during competition.