期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2013
卷号：49
期号：1
出版社：Journal of Theoretical and Applied
摘要：To explore the influences of multiple reference on brand assessment and build relationships among them, this research used �expectancy disconfirmation, brand preference and alternative attractiveness� as the comparison result and �customer satisfaction, brand loyalty and repurchase intention� as the result of brand assessment, and chose �brand consumers of mobile communication service providers� as the research subject. Having empirical analysis, expectancy disconfirmation and brand preference presented positive relations to customer satisfaction, and brand preference had a positive effect on repurchase intention, while alternative attractiveness revealed negative relations to repurchase intention. In addition, expectancy disconfirmation and brand preference affected repurchase intention through single intervening variable（customer satisfaction） or dual intervening variables（customer satisfaction and brand loyalty）, and brand preference did not regulate the influence of alternative attractiveness on customer satisfaction, whereas, brand preference adjusted the effect of alternative attractiveness on repurchase intention.
