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Improving repurchase behaviour based on relationship marketing: evidence from the message framing of airline in China.

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Title: Improving repurchase behaviour based on relationship marketing: evidence from the message framing of airline in China.
Authors: Chen, Yanhong, Liu, Luning, Li, Bin
Source: Behaviour & Information Technology. May2025, Vol. 44 Issue 7, p1401-1416. 16p.
Subjects: Airplanes, Group identity, Computer software, Data analysis, Research funding, Consumer attitudes, Probability theory, Questionnaires, Sex distribution, Membership, Acquisition of property, Marketing, Emotions, Cell phones, Descriptive statistics, Age distribution, Attitude (Psychology), Experimental design, Communication, Intention, Statistics, Text messages, Health care reminder systems, Machine learning, Regression analysis
Geographic Terms: China
Abstract: Short Message Service (SMS) marketing, as one of mobile marketing, has been a prominent marketing approach in the service business, particularly in airlines. However, for member groups with a social identity, how to send SMS to promote repurchase behaviour of members? This question is what current research tries to explore. A large field experiment involving 200,000 active members of an airlines was conducted to validate the message framing proposed in this study. Specifically, based on the message framing, we applied 2 promotional SMS (With identity vs. Without identity) x 2 Purchase intention (High vs. Low) and 2 promotional SMS (Feasibility vs. Desirability) x 2 Purchase intention (High vs. Low) between-subjects experimental design and a control group with general reminder messages in a 'Member Day' promotion. By analyzing 188,627 respondent's actual repurchase data, the result shows that the framing effect between with-identity or feasibility messages and high purchase intention significantly positively impacts members repurchase behaviour. In contrast, the effect between without-identity or desirability messages and low purchase intention has no influence. Furthermore, the moderation effect of members' features on the framing effect has also been discussed. This study has theoretical and practical guidance for the research on relationship marketing, membership management, and loyalty programmes. [ABSTRACT FROM AUTHOR]
Copyright of Behaviour & Information Technology is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: Improving repurchase behaviour based on relationship marketing: evidence from the message framing of airline in China.
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  Data: <searchLink fieldCode="AR" term="%22Chen%2C+Yanhong%22">Chen, Yanhong</searchLink><br /><searchLink fieldCode="AR" term="%22Liu%2C+Luning%22">Liu, Luning</searchLink><br /><searchLink fieldCode="AR" term="%22Li%2C+Bin%22">Li, Bin</searchLink>
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  Data: <searchLink fieldCode="JN" term="%22Behaviour+%26+Information+Technology%22">Behaviour & Information Technology</searchLink>. May2025, Vol. 44 Issue 7, p1401-1416. 16p.
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  Data: <searchLink fieldCode="DE" term="%22Airplanes%22">Airplanes</searchLink><br /><searchLink fieldCode="DE" term="%22Group+identity%22">Group identity</searchLink><br /><searchLink fieldCode="DE" term="%22Computer+software%22">Computer software</searchLink><br /><searchLink fieldCode="DE" term="%22Data+analysis%22">Data analysis</searchLink><br /><searchLink fieldCode="DE" term="%22Research+funding%22">Research funding</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+attitudes%22">Consumer attitudes</searchLink><br /><searchLink fieldCode="DE" term="%22Probability+theory%22">Probability theory</searchLink><br /><searchLink fieldCode="DE" term="%22Questionnaires%22">Questionnaires</searchLink><br /><searchLink fieldCode="DE" term="%22Sex+distribution%22">Sex distribution</searchLink><br /><searchLink fieldCode="DE" term="%22Membership%22">Membership</searchLink><br /><searchLink fieldCode="DE" term="%22Acquisition+of+property%22">Acquisition of property</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Emotions%22">Emotions</searchLink><br /><searchLink fieldCode="DE" term="%22Cell+phones%22">Cell phones</searchLink><br /><searchLink fieldCode="DE" term="%22Descriptive+statistics%22">Descriptive statistics</searchLink><br /><searchLink fieldCode="DE" term="%22Age+distribution%22">Age distribution</searchLink><br /><searchLink fieldCode="DE" term="%22Attitude+%28Psychology%29%22">Attitude (Psychology)</searchLink><br /><searchLink fieldCode="DE" term="%22Experimental+design%22">Experimental design</searchLink><br /><searchLink fieldCode="DE" term="%22Communication%22">Communication</searchLink><br /><searchLink fieldCode="DE" term="%22Intention%22">Intention</searchLink><br /><searchLink fieldCode="DE" term="%22Statistics%22">Statistics</searchLink><br /><searchLink fieldCode="DE" term="%22Text+messages%22">Text messages</searchLink><br /><searchLink fieldCode="DE" term="%22Health+care+reminder+systems%22">Health care reminder systems</searchLink><br /><searchLink fieldCode="DE" term="%22Machine+learning%22">Machine learning</searchLink><br /><searchLink fieldCode="DE" term="%22Regression+analysis%22">Regression analysis</searchLink>
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  Data: <searchLink fieldCode="DE" term="%22China%22">China</searchLink>
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: Short Message Service (SMS) marketing, as one of mobile marketing, has been a prominent marketing approach in the service business, particularly in airlines. However, for member groups with a social identity, how to send SMS to promote repurchase behaviour of members? This question is what current research tries to explore. A large field experiment involving 200,000 active members of an airlines was conducted to validate the message framing proposed in this study. Specifically, based on the message framing, we applied 2 promotional SMS (With identity vs. Without identity) x 2 Purchase intention (High vs. Low) and 2 promotional SMS (Feasibility vs. Desirability) x 2 Purchase intention (High vs. Low) between-subjects experimental design and a control group with general reminder messages in a 'Member Day' promotion. By analyzing 188,627 respondent's actual repurchase data, the result shows that the framing effect between with-identity or feasibility messages and high purchase intention significantly positively impacts members repurchase behaviour. In contrast, the effect between without-identity or desirability messages and low purchase intention has no influence. Furthermore, the moderation effect of members' features on the framing effect has also been discussed. This study has theoretical and practical guidance for the research on relationship marketing, membership management, and loyalty programmes. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
  Group: Ab
  Data: <i>Copyright of Behaviour & Information Technology is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=pbh&AN=184921361
RecordInfo BibRecord:
  BibEntity:
    Identifiers:
      – Type: doi
        Value: 10.1080/0144929X.2024.2354911
    Languages:
      – Code: eng
        Text: English
    PhysicalDescription:
      Pagination:
        PageCount: 16
        StartPage: 1401
    Subjects:
      – SubjectFull: Airplanes
        Type: general
      – SubjectFull: Group identity
        Type: general
      – SubjectFull: Computer software
        Type: general
      – SubjectFull: Data analysis
        Type: general
      – SubjectFull: Research funding
        Type: general
      – SubjectFull: Consumer attitudes
        Type: general
      – SubjectFull: Probability theory
        Type: general
      – SubjectFull: Questionnaires
        Type: general
      – SubjectFull: Sex distribution
        Type: general
      – SubjectFull: Membership
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      – SubjectFull: Acquisition of property
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      – SubjectFull: Marketing
        Type: general
      – SubjectFull: Emotions
        Type: general
      – SubjectFull: Cell phones
        Type: general
      – SubjectFull: Descriptive statistics
        Type: general
      – SubjectFull: Age distribution
        Type: general
      – SubjectFull: Attitude (Psychology)
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      – SubjectFull: Statistics
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      – SubjectFull: Text messages
        Type: general
      – SubjectFull: Health care reminder systems
        Type: general
      – SubjectFull: Machine learning
        Type: general
      – SubjectFull: Regression analysis
        Type: general
      – SubjectFull: China
        Type: general
    Titles:
      – TitleFull: Improving repurchase behaviour based on relationship marketing: evidence from the message framing of airline in China.
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            NameFull: Chen, Yanhong
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            NameFull: Li, Bin
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            – D: 01
              M: 05
              Text: May2025
              Type: published
              Y: 2025
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