Understanding Consumers’ Repurchase Intentions Toward Social Enterprise Products: The Roles of Product Association, Sensory Satisfaction, and Cognitive Stimulation
DOI:
https://doi.org/10.31637/epsir-2026-2035Palabras clave:
social enterprises, sensory satisfaction, cognitive stimulation, repurchase intention, consumer behavior, product association, social impact, social valuesResumen
Introduction: This study investigates how social enterprise product associations affect consumers’ sensory satisfaction, cognitive stimulation, and repurchase intention in Beijing. Methodology: A mixed-methods approach was used. Quantitative data from 249 valid surveys were analyzed using CFA and SEM; qualitative insights came from executive interviews. Results: Consumers perceive social enterprise products as equal or superior in quality to traditional ones. Certifications and innovation enhance trust and cognitive engagement, while emotional satisfaction and alignment with social values strengthen loyalty. Discussion: Products with clear social impact generate stronger sensory and cognitive responses, fostering emotional bonds and long-term engagement. Conclusions: Trust in product quality, shared values, and perceived social impact are key drivers of repurchase intention. Social enterprises should integrate these factors to build lasting consumer relationships.
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