The Effects of Cognitive and Emotional Contagion on Repurchase Intentions of Information Technology

This research explores the repurchase intentions of technology consumers who have experienced malfunctions of purchased products. Identifying the theoretical factors associated with repurchase intentions is essential for testing the applicability of technology adoption research within the context of different product lifecycles. Also, it is an important matter for technology companies in shaping their future product and service strategies. We conducted a virtual ethnography study using online consumer support forums of two global IT companies. Our qualitative data analysis led to a virtual herding framework that includes four types of herding behaviors. These herding behaviors are differentiated by their contextual and process characteristics, and behavioral intentions on product repurchase. The process characteristics include cognitive contagion and emotional contagion. The results identify important roles of cognitive and emotional contagions in influencing consumers’ repurchase intentions.