With Android and iOS as the dominating operation systems, the growth of one player’s influence in the market translates into the loss of its opponent’s market share. In the marketing discipline, expectation confirmation theory is used to study how a consumer’s satisfaction influences his/her willingness to repurchase the product. Scholars extended the theory and developed a post-acceptance model of information system continuance and applied the model to consumers’ continuance with information technological products. This paper will analyse consumers’ repurchase with Android and iOS-based smartphones. More, satisfied customers may still be switching to competitor's product/service. This study therefore explores possible moderators between user satisfaction and repurchase.
Hou, Avus Cheng-Yu; Wu, Kuo-Long; and Shang, Rong-An, "The Symbolic Meaning Effect on Smartphone Repurchase: A Comparison of Android and IOS" (2015). PACIS 2015 Proceedings. 119.