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Expectation confirmation theory and heated tobacco products continuance: What influences the continuance intention of IQOS?
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Autores
Orientador(es)
Resumo(s)
This paper explores the causes that influence the intention to continue using heated tobacco
product. These products are gaining popularity due to claims of reduced danger to consumers’
health, which is a major concern amongst active smokers nowadays, but is this the only reason? An
adaption of the expectation-confirmation model was used to develop the research model along with
other external constructs. The purpose of this research is to understand what is behind the intention
of continuing to use the products instead of conventional tobacco products (e.g., cigarettes) by
conducting a survey to IQOS smokers, Philip Morris’ heated tobacco product. Based on a sample of
175 Portuguese respondents we conclude that satisfaction and brand trust are the main enhancers
of IQOS continuance intention. Additionally, we find that risk perception is not a relevant factor to
explain the continuance intention.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
Palavras-chave
Heat-not-burn Heated tobacco products IQOS continuance Expectation confirmation model