Post-purchase advertisement readership behaviour and repeat purchase intentions of motor vehicle consumers

摘要

The study assesses post-purchase advertisement readership behaviour and repeat purchase intentions of motor vehicle consumers. The aim is to determine the prevalence of selective exposure, and the impact of motor vehicle features and dissonance respectively. The empirical analysis was undertaken on a sample of 200 new motor vehicle buyers The results indicate that the majority of consumers do not engage in post-purchase selective advertisement readership behaviour. Furthermore, whilst motor vehicle features (make, model, dealership, month of purchases/ time lapse after purchases) do not influence consumers' repeat purchase intentions, reported dissonance and the magnitude of cognitive dissonance experienced have a significant impact. Opsomming Hierdie studie evalueer die reaksie van verbruikers op advertensies nadat hulle n voertuig aangekoop het. Die doel was om vas te stel in watter n mate verbruikers selektiefis met advertensies en watter effek voertuig-eienskappe en dissonansie op die moontlikheid het om weer dieselfde voertuig te koop. Die empiriese anahse is mtgevoer op n steekproefvan 200 eicnaars van nuwe voertuie. Uit die resultate blyk dit dat die meerderheid van verbruikers me advertensies selektief lees nan aankoop me.Verder blyk dit dat die eienskappe vann motorvoertmg fabnkaat, model handelaar, maand van aankoop/tydsverloop na aankoop) nie n verbruiker beinvloed om dieselfde voertuig weer te koop nie. Gerapporteerde dissonansie en die omvang van kognitiewe dissonansie na n aankoop, blyk tog 'n betekenisvolle impak te he.