The Relationship of Digital Post-Purchase Brand Touchpoints on Relationship Quality and Self-Brand Connection in the Contextof Repurchase of an Automobile

The Relationship of Digital Post-Purchase Brand Touchpoints on Relationship Quality and Self-Brand Connection in the Contextof Repurchase of an Automobile

Name: Surasak Suthongwan

Name: Chanongkorn Kuntonbutr

Othors: post - purchase buying behavior

Othors: digital brand touchpoint

Othors: relationship quality

Othors: self - brand connection

Abstract: The purposes of this study is to investigate the effect of types of digitalpost-purchase brand touchpoints on the relationship quality and the self-brandconnection within the repurchase context of the automobile. Survey research with a structured questionnaire was used for data collection. The target population of this research is all current users of the medium segment of a passenger car who are bothmale and female, age between 18-60 years old, and 100,000 Baht and above of monthly household income. The total number of the target population is approximately 3.6 million users as reported by the Department of LandTransportation. The sample is the current Toyota Camry and Honda Accord userswho bought the cars between 2014 and 2018 in Bangkok and its vicinity. Stratified random sampling was used to select a total of 604 samples. Factor analysis was used to classify digital post-purchase brand touchpoints into dimensions. Besides, structural equation modeling (SEM) was used to test the relationship between typesof digital post-purchase brand touchpoints and relationship quality, as well as self-brand connection. The rotated solution yielded three interpretable factors whichinclude information-based, interaction-based, and service-based digital post-purchase brand touchpoints. Structural equation modeling (SEM) indicated that the model wasReceived:November25, 2020Revised: December 18, 2020 Accepted:December 22, 2020 a good fit to the data. The predictors were able to account for 15 per cent of thevariance in relationship quality, whereas it accounts for 8.5 per cent of the variance in self-brand connection. Interaction-based and service-based digital post-purchasebrand touchpoints have effects on relationship quality and self-brand connection.However, information-based digital post-purchase brand touchpoints did not have a direct effect on relationship quality and self-brand connection.

Buriram Rajabhat University. Academic Resource Center.

Email: llibrary@bru.ac.th

Created: 2020

Modified: 2566-03-29

Issued: 2022-10-21

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BibliograpyCitation : มนุษยสังคมสาร (มสส.) คณะมนุษยศาสตร์และสังคมศาสตร์, ปีที่ 18 ฉบับที่ 3 (กันยายน - ธันวาคม 2563) : หน้า 215 - 235

eng

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