Abstract
Purpose: The purpose of this study is to examine the relationships among home training product’s perceived value, intention to continuous use and repurchase intention.BR Method: Toward this end, a total of 201 respondents was selected using a convenient sampling method and responded to the survey questionnaire. 190 usable data were utilized in data analyses procedure. Data were analyzed using the frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multivariate regression with SPSS 23.0.BR Results: Firstly, economic factor and functional factor had an influence on the continuous use, while emotional factor did not. Secondly, economic factor and functional factor had an influence on the repurchase intention, while emotional factor did not. Thirdly. continuous use had not an influence on the repurchase intention.BR Conclusion: In order to improve the intention to continuos use and repurchase intention of home-training products marketers may emphasize the economic and functional value of the home-training product. In addition, considering that there was a no significant relationship between intention to continuous use and repurchase intention, different marketing approach should be separately applied to improve intention to continuous and repurchase intention.
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