The Power of Atmosphere, Gifts, and Interaction: Exploring Hedonic Value's Mediation in Repurchase Intention for Oppo Smartphones

The purpose of this study is to investigate repurchase intention among Oppo smartphone users. The aim of the findings is to reveal the extent to which store atmosphere, gift promotions, and proactive interaction marketing directly and indirectly, through the mediation of hedonic value, impact the repurchase intention of Oppo smartphone users. The study employed accidental sampling, with a sample size of 201 respondents who met the criteria of having purchased an Oppo smartphone from a brand-affiliated outlet, used the device for at least six months, and were at least 15 years old. The data was analyzed using Structural Equation Modeling (SEM). The results indicated that gift promotion and store atmosphere significantly influenced both hedonic value and repurchase intention, while proactive interaction marketing did not significantly impact either variable. Additionally, hedonic value mediated the effects of store atmosphere and gift promotion on repurchase intention but not for proactive interaction marketing.