Millennials and repurchasing behaviour: a collectivist emerging market

Purpose This study explains how retailers can use the knowledge function of attitudinal theories to understand millennials in a collectivist emerging market, trade-off between satisfactory customer service experience versus price when repurchasing smartphone. Design/methodology/approach 356 usable questionnaires (86% response rate) were collected and analysed using structural equation modelling (SEM), AMOS. Findings Millennials Vietnam tend adopt an individualistic approach smartphone utilise their product. However, they value personalised that is specific needs, especially interactions with sales staff raises confidence self-esteem. The unique interaction allows authorised distinguish themselves from unauthorised retailers. Repurchase behaviour encouraged by low uncertainty avoidance conjunction sensitivity; desire be seen as achieving high social status. Research limitations/implications data for was Hanoi, main city representative only urban-based millennials. Practical implications Retailers considering entering market need are sensitive may repurchase Accurate information promotions used stimulate demand involvement Originality/value Functional attitudes link concept utilisation order establish customers process share through socialisation.