Kiasuism in Singapore and its impact on repurchase intention

This study investigates kiasuism in Singapore and its impact on repurchase intention. The main objective is to find out what the characteristics of kiasu Singaporeans are and how these characteristics affect the levels of satisfaction and perceived risk of consumers towards a purchased brand. We fur...

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Main Authors: Cher, Hui Qian, Pang, Cheng Jung, Wong, Xiao Lee
Other Authors: Khoo Hong Meng
Format: Final Year Project
Language:English
Published: 2010
Subjects:
Online Access:http://hdl.handle.net/10356/35452
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-354522023-05-19T07:23:10Z Kiasuism in Singapore and its impact on repurchase intention Cher, Hui Qian Pang, Cheng Jung Wong, Xiao Lee Khoo Hong Meng Nanyang Business School DRNTU::Business::Marketing::Consumer behaviour This study investigates kiasuism in Singapore and its impact on repurchase intention. The main objective is to find out what the characteristics of kiasu Singaporeans are and how these characteristics affect the levels of satisfaction and perceived risk of consumers towards a purchased brand. We further aim to understand how the level of satisfaction will lead to possible brand inertia. We also look into the impacts of perceived risks on tangible benefits. Finally we establish switching costs as a moderating variable that may alter the impact of satisfaction level on brand inertia. A survey was conducted on 504 respondents using two product categories, namely cars and handphones. All our hypotheses were supported in our study. However, the relationship between satisfaction and brand inertia of handphones appears to be low. The relationship between tangible benefits and repurchase intention for handphones is also weak. Possible explanations for these results were discussed. This study offers insights on how marketing strategies could be affected by kiasuism due to its impact on repurchase intention. The latter phenomenon should not be ignored if global marketers want to succeed in capturing the hearts of Singaporean consumers. The main limitation of this study is that it focused on only two product categories. Future research should focus on how kiasuism can influence other product categories such as luxury goods and daily necessities. BUSINESS 2010-04-19T01:51:15Z 2010-04-19T01:51:15Z 2010 2010 Final Year Project (FYP) http://hdl.handle.net/10356/35452 en Nanyang Technological University 53 p. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic DRNTU::Business::Marketing::Consumer behaviour
spellingShingle DRNTU::Business::Marketing::Consumer behaviour
Cher, Hui Qian
Pang, Cheng Jung
Wong, Xiao Lee
Kiasuism in Singapore and its impact on repurchase intention
description This study investigates kiasuism in Singapore and its impact on repurchase intention. The main objective is to find out what the characteristics of kiasu Singaporeans are and how these characteristics affect the levels of satisfaction and perceived risk of consumers towards a purchased brand. We further aim to understand how the level of satisfaction will lead to possible brand inertia. We also look into the impacts of perceived risks on tangible benefits. Finally we establish switching costs as a moderating variable that may alter the impact of satisfaction level on brand inertia. A survey was conducted on 504 respondents using two product categories, namely cars and handphones. All our hypotheses were supported in our study. However, the relationship between satisfaction and brand inertia of handphones appears to be low. The relationship between tangible benefits and repurchase intention for handphones is also weak. Possible explanations for these results were discussed. This study offers insights on how marketing strategies could be affected by kiasuism due to its impact on repurchase intention. The latter phenomenon should not be ignored if global marketers want to succeed in capturing the hearts of Singaporean consumers. The main limitation of this study is that it focused on only two product categories. Future research should focus on how kiasuism can influence other product categories such as luxury goods and daily necessities.
author2 Khoo Hong Meng
author_facet Khoo Hong Meng
Cher, Hui Qian
Pang, Cheng Jung
Wong, Xiao Lee
format Final Year Project
author Cher, Hui Qian
Pang, Cheng Jung
Wong, Xiao Lee
author_sort Cher, Hui Qian
title Kiasuism in Singapore and its impact on repurchase intention
title_short Kiasuism in Singapore and its impact on repurchase intention
title_full Kiasuism in Singapore and its impact on repurchase intention
title_fullStr Kiasuism in Singapore and its impact on repurchase intention
title_full_unstemmed Kiasuism in Singapore and its impact on repurchase intention
title_sort kiasuism in singapore and its impact on repurchase intention
publishDate 2010
url http://hdl.handle.net/10356/35452
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