Determinants of Intention To Repurchase Antigen Test Kit (ATK) Product

Abstract

ATK test kits have been used widely to test for the Covid-19 virus. This has led to a significant demand and strong repurchase intentions for consumption by many people, including Thai people. From the marketing management perspective, repurchase intentions have been regarded as a competitive advantage which can greatly support firms not only to provide sufficient supply to the market but also to achieve business sustainability. Hence, many businesses have continued evaluating certain determinants which significantly influence their customers’ intentions to rebuy their products. In this regard, investigating the factors influencing repurchase intentions is essential to many businesses. Accordingly, this research aims to investigate how switching costs, brand experience, and brand loyalty, influence consumers’ intentions to rebuy antigen test kits (ATK) for testing for Covid-19 among Thai citizens. A google form survey was developed to survey 670 people who had previously bought an ATK. However, there were only 523 responses deemed valid and usable for analysis through a structural equation model. Results revealed that brand loyalty was significantly influenced by brand experience and switching costs. Consumers remained loyal to the same ATK brand if they were satisfied with their experience of using the ATK product. This could happen when they faced a high barrier of switching to another brand. Repurchase intentions were significantly influenced by brand loyalty and brand experience, but not switching cost. People rebought the ATK product when they remained loyal with the current ATK brand. Their intentions to rebuy became even higher once they had a good experience of using the product.