Title : Consumers’ Personal Reciprocity and Future Purchase Intentions: A Study on Smartphone users in Co-operative University, Thanlyin

Keywords : Brand Trust, Product Familiarity, Personal Reciprocity and Future Purchase Intentions, Brand Loyalty

Authors : Hnin Nu Aye

Description : This study examined the mediating role of consumers’ personal reciprocity in the relationship between brand trust, brand loyalty and product familiarity and future purchase intentions. Sample size for this study is 179 and sample was selected through simple random sampling. The survey approach was used for data collection. The data were analyzed by using simple linear regression and multiple regression method. The results show that brand loyalty and product familiarity are positively related to personal reciprocity although brand trust is not significantly impact on personal reciprocity. Furthermore, purchase intention does depend on consumer’s personal reciprocity. At the end, this study provides discussion and insights for future research.