Measuring Repurchase Decisions by Accelerating Repurchase Behavior. Issue 3 (August 2022)

• Record Type: Journal Article
• Authors: Dong, Songting; Zhao, Ping; Zou, Deqiang
• Is Part Of: Australasian marketing journal. Volume 30:Issue 3(2022)
• Page Start: 228
• Page End: 236
• Publication Date: 2022-08
• Subjects: repurchase measurement -- information acceleration -- incentive-aligned design -- repurchase acceleration; Marketing -- Australasia -- Periodicals; Marketing -- Periodicals; 658.8480905
• DOI: 10.1177/18393349211000353
• Languages: English
• ISSNs: 1441-3582

Abstract

Repurchase intention questions are routinely used in marketing research and practices to measure consumers' repurchase decisions. They are easy to use but suffer from a few biases and weak predictive power. This article identifies three biases, namely, projection bias, lack-of-context bias, and hypothetical bias. A new method, repurchase acceleration (RA), is proposed targeting these biases. In RA, researchers buy back respondents' currently owned products to ensure they are in the market, provide them with a representative choice set to mimic the repurchase market context, and attach real-life consequences to mimic the incentives in their real-life repurchases. An empirical study demonstrates that RA predicts significantly better than repurchase intention models and captures more than 3 times as much information as the best repurchase intention model does. We recommend that RA is used for high-value, long purchase-cycle products for a precise measure of consumers' repurchase decisions for high-stake marketing decisions.