Optimizing consumer engagement and repurchase intentions: The role of strategic post-purchase communication

Abstract

The identity-based motivation theory has been used to explain how a person's identity influences his behavior. Through three different studies, we apply the identity-based motivation theory to explore how post-purchase messages aligned with consumers' identities affect their consumer engagement, satisfaction, and repurchase intentions. Focusing on online consumers, the ANCOVA analysis across these studies demonstrates that post-purchase messages enhancing consumer self-image lead to higher repurchase intentions, satisfaction, and engagement compared to product-focused messages. The moderation analysis demonstrated that, as consumer emotional uncertainties increases, there is a stronger response to self-image oriented post-purchase messages in terms of consumer repurchase intentions, engagement and satisfaction. The study further conduct a causal mediation analysis using the Quasi-Bayesian bootstrapping method to examine the indirect effect of post-purchase message on repurchase intentions through consumer satisfaction and engagement. These findings contribute to the self-signalling theory and information richness theory, offering valuable insights for retailers and platform owners on crafting effective post-purchase communications.