Manufacturers are eager to recoup the investment on developing new products by promoting the unplanned first purchase and by encouraging the succeeding repurchases. However, studies are yet to investigate the relationship between unplanned purchases and the repurchase for new product. The results are consistent with our expectations, which is based on regulatory focus theory, indicating that if the first purchase of a new product is unplanned, the succeeding repurchases tend to increase compared to a planned trial purchase. We also found this propensity is more prominent for customers who have higher loyalty to the same or similar category product.
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