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|Title||Social Influence on Repeat Service Usage|
|Institution||University of Zurich|
|Faculty||Faculty of Business, Economics and Informatics|
|Number of Pages||34|
|Abstract Text||It has been acknowledged that social influence affects the adoption and repurchase decision of products. The author suggests social influence on repeat service usage. Obviously, own experience of customers impacts the repeat purchase decisions. However, customers also get inspiration for their decisions from their social contacts. Thus, a customer’s social network is likely to play a role in repeat purchase decisions. In this thesis the repeat purchase behavior of a Video-On-Demand service is analyzed. A customer’s individual social networks were created based on communication data from a European telecommunication provider. The results show, that social influence from network neighbors affects customers’ repurchase probability, after controlling for a set of traditional repeat purchase drivers. Furthermore, the nature of social influence is subject to different social mechanisms, namely to normative pressure and social learning. These findings highlight social influence as a repeat purchase driver in service context and pave the way for further investigation. Keywords: repeat purchase, social influence, social networks, normative pressure, social learning, service|