THE EFFECT OF BRAND AWARENESS ON CONSUMERS’ REPURCHASE INTENTION - A STUDY OF STREAMING MEDIA
Department of Business Administration, Fu Jen Catholic University, Taiwan, R.O.C.
Department of Business Administration, MBA Program in International Management,
Fu Jen Catholic University, Taiwan, R.O.C.
The purpose of this study is to explore how brand awareness affects repurchase intention on streaming media. Positive brand awareness and image are critical for a brand to succeed in the market and have become a significant factor influencing consumers' repurchase intention. However, few researchers systematically integrate five variables: brand awareness, engagement, customer satisfaction, brand loyalty, and repurchase intention as the framework for the overall study.
The outbreak of the COVID-19 pandemic has caused a surge in subscriptions to online video platforms; it changed the consumption pattern of people during the lockdown and quarantine. Identifying changes in consumer consumption preferences and developing new operating strategies are crucial for the company. This study selects well-known streaming media such as Netflix, Apple TV+, Disney+, and iQIYI as investigate objects and selects Taiwanese students as the questionnaire sample to complete the questionnaire. The statistical software SPSS 26th version and AMOS 24th version are used to examine the data's reliability and validity between variables and to validate the proposed model and hypotheses. This study demonstrates that brand awareness, engagement, customer satisfaction, brand loyalty, and repurchase intention have a positive effect, clearly indicating how brand awareness affects repurchase intention on streaming media under COVID-19, which has significant managerial implications for companies to establish positive brand awareness and enhance the profit and competitiveness.
Keywords: Brand Awareness, Engagement, Customer Satisfaction, Brand Loyalty, Repurchase Intention, Streaming Media.